Evaluating Consumer Behaviour in the Field of Arts and Culture Marketing

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By Dominique Bourgeon-Renault

https://www-jstor-org.proxy.lib.ohio-state.edu/stable/41064708

(Can only post abstract due to copyright restrictions. The full article can be viewed through the link above)

Abstract

Cultural consumption is not only based on the utilitarian aspects of the product, but also includes symbolic, aesthetic and hedonistic dimensions involving subjectivity on the part of the consumer. The contribution of marketing may be considerable in understanding the issues of behaviour in cultural consumption. This paper first looks at the theoretical bases of behaviour as regards cultural consumption and then examines the contribution of marketing to the analysis of consumption in the field of arts and culture.

Analysis – This journal focuses on the role of consumer behavior and cultural consumption as it relates to arts and culture. It offers an interesting perspective on the intersection between utilitarianism and arts in the context of marketing and consumer behavior. This is relevant to my research because it touches on some of the more practical themes of behavioral economics, viewed through the lens of arts and cultural influence.

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