Consumer behaviour in arts and culture

This section looks at how people engaging in arts and culture tend to behave as consumers: how they make decisions about ticket purchases, how they may be encouraged to spend more, how they interact with one another, and how they use cultural spaces.

The summaries in this category are:

People like performances with large casts and small ticket prices

This research was conducted by Kristien Werck and Bruno Heyndels at Vrije Universiteit Brussel, Belgium

Summary

This paper tries to explain what motivated people to attend the theatre in the Dutch-speaking part of Belgium. A sense of artistic growth and development in recent decades has been accompanied by steadily declining audience …

By | 14 April 2014 |

Why do people return to the theatre?

This research was conducted by Margee Hume, Gillian Sullivan Mort, and Hume Winzar at the Griffith Business School, Australia [Now at the University of South Queensland, Australia]

Summary

This paper looked at what motivated customers to return to performing arts venues. The researchers found that about two-thirds of people were looking …

By | 11 April 2014 |

What shapes demand for opera?

This research was conducted by Jani-Petri Laamanen at the University of Tampere, Finland

Summary

The paper reports an analysis of eight years of data from the box office of the Finnish National Opera. The research found that there was increased demand for tickets when the opera was new, of Finnish origin …

By | 11 April 2014 |

How do people decide whether or not to visit a museum?

This research was conducted by Christine Burton, Jordan Louviere and Louise Young at the University of Technology, Sydney, Australia

Summary

The paper outlines an experiment conducted amongst museum visitors in Australia to discover how people made decisions about what actions to take and (in this case) whether or not to visit …

By | 11 April 2014 |

Children can be key decision-makers in whether or not families visit museums

This research was conducted by Kai-Lin Wu, Kirsten Holmes and John Tribe at the University of Surrey, UK and Curtin University, Australia

Summary

This paper reports the findings from research into how and why families decide to visit museums. The research is based on interviews with museum-goers in Taiwan. The interviews …

By | 11 April 2014 |

The artistic experience is not created for the consumer, but co-created with them

This research was conducted by Miranda Boorsma at the University of Groningen, The Netherlands

Summary

This paper charts the theories that have underpinned arts marketing in the last 20 years. It suggests that incorporating contemporary aesthetic philosophy could lead to a radical shift in arts marketing practice. Rather than allowing either …

By | 20 March 2014 |

Word-of-mouth and reviews make the biggest difference to people’s theatre-going choices

This research was conducted by José María Grisolía and Ken Willis at Newcastle University, UK

Summary

The paper describes a study that examined how people in northeast England made decisions about what theatre performances to attend. Word-of-mouth and reviews were the most significant factors determining whether or not people chose to …

By | 16 March 2014 |