Although the literature on marketing of the arts is abundant, very few (if any) full-length works have examined the other side of the coin and closely studied the people who consume the products of the cultural industry.
This book offers a summary of the knowledge garnered in recent decades by researchers exploring consumer behaviour in arts and culture. Each chapter explores a different aspect of consumer behaviour in the arts by answering the following questions:
- What do we know about this aspect of consumer behaviour in general?
- What do we know about this aspect as it relates to the consumption of art works or cultural experiences?
- What are the practical implications of this knowledge for managers working in the arts?
- What are the implications for researchers in this field?
This book fills the need for scientific and practical knowledge about the people who consume arts and culture and will therefore be of particular interest to managers of cultural venues and institutions, to students or teachers in arts management training programs, to researchers in the field, to public policymakers in arts and culture, and to anyone directly or indirectly involved in creating, promoting and distributing artistic and cultural products.
Author(s): François Colbert, Alain d’Astous
Series: Discovering the Creative Industries
Edition: 1
Publisher: Routledge
Year: 2021
Language: English
Pages: 140
Cover
Half Title
Series Page
Title Page
Copyright Page
Table of Contents
List of figures
List of tables
About the authors
About the cover artist
Preface
PART 1 Introduction
Chapter 1 Introduction to cultural consumption
A night at the opera
The consumption of arts and culture
A conceptual model
Premises and chapter structure
References
PART 2 The psyche
Chapter 2 Personality and self-concept
Personality
Self-concept
Personality and self-concept in the field of arts and culture
Implications for the marketing of arts and culture
Implications for research
References
PART 3 Experience
Chapter 3 Perception
Selective perception
Perceptual organization
Interpretation
Perception in the field of arts and culture
Implications for the marketing of arts and culture
Implications for research
References
Chapter 4 Learning
Consumers are learners by nature
Learning in the field of arts and culture
Implications for the marketing of arts and culture
Implications for research
References
Chapter 5 Attitudes and affective states
Consumers live affective experiences
Affective experiences in the field of arts and culture
Implications for the marketing of arts and culture
Implications for research
References
Chapter 6 Decision-making
The consumer decision process
Decision-making in the field of arts and culture
Implications for the marketing of arts and culture
Implications for research
References
PART 4 The social environment
Chapter 7 Reference groups, culture, and subcultures
Reference groups
Different types of reference group influence
Inufluencers
Culture
Subcultures
Reference groups, culture, and subcultures in the field of arts and culture
Implications for the marketing of arts and culture
Implications for research
References
PART 5 Conclusion
Chapter 8 Marketing culture and the arts
References
Appendix 1 Scientific journals and training programmes related to arts and culture (A&C) marketing
Index
