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:

Profiling visitors to contemporary art museums

This research was conducted by Laurie Hanquinet at the University of York


Socio-economic variables (class, education and income etc.) are often seen as the key determinants of attendance at art museums. This article goes beyond this simplistic approach by exploring the ‘cultural profiles’ of museum visitors (a set of cultural …

By | 11 December 2014 |

Three segments of theatregoers in northeast England

This research was conducted by José M. Grisolía, and Kenneth G. Willis at Universidad de Las Palmas de Gran Canaria, Spain and Newcastle University, UK


This paper presents a market segmentation of theatregoers at Northern Stage, a theatre in Newcastle-Upon-Tyne in northeast England. By analysing the results of a survey …

By | 26 April 2014 |

Positive online reviews increase book sales

This research was conducted by Judith A. Chevalier and Dina Mayzlin at Yale University, USA


This paper looked into the effect of online customer reviews on the sales of books at Amazon and Barnes & Noble. They found that most of the reviews on both sites tended to be positive …

By | 16 April 2014 |

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


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]


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


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


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


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


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


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 |