Colbert’s and d’Astous’s contribution to understanding consumer behaviour in an Arts and Culture context will be welcomed by arts administrators, arts marketing educators, and arts policy makers everywhere. Getting to the “new normal” will require, more than ever, the kind of in-depth comprehension of factors influencing consumer behaviour that the authors help us to understand. —Leighann C. Neilson, PhD, Associate Professor, Marketing, Sprott School of Business, Carleton University, Ottawa, Canada Consumer Behaviour and the Arts 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 programmes, 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. François Colbert is a professor in the Marketing Department at HEC Montréal and holds the Carmelle and Rémi-Marcoux Chair in Arts Management. He serves as a co-director of the MMIAM programme (Master of Management in International Arts Management). Alain d’Astous, PhD, is an honorary professor and researcher associated with the Camille and Rémi-Marcoux Chair in Arts Management at HEC Montréal. He is a fellow of the Royal Society of Canada. Discovering the Creative Industries Series Editor: Ruth Rentschler The creative and cultural industries account for a significant share of the global economy. Gaining and maintaining employment and work in this sector is a challenge and chances of success are enhanced by ongoing professional development. This series provides a range of relatively short, student- centred books which blend industry and educational expertise with cultural sector practice. Books in the series provide applied introductions to the core elements of the creative industries. In sum, the series provides essential reading for those studying to enter the creative industries as well as those seeking to enhance their career via executive education. Managing Organizations in the Creative Economy Organizational Behaviour for the Cultural Sector Paul Saintilan, David Schreiber Strategic Analysis A Creative and Cultural Industries Perspective Jonathan Gander The New Arts Entrepreneur Navigating the Arts Ecologies Gary Beckman Consumer Behaviour and the Arts A Marketing Perspective François Colbert and Alain d’Astous For more information about this series, please visit: www.routledge.com/Discovering-the-Creative-Industries/ book-series/DCI Consumer Behaviour and the Arts A Marketing Perspective François Colbert and Alain d’Astous First published 2022 by Routledge 2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN and by Routledge 605 Third Avenue, New York, NY 10158 Routledge is an imprint of the Taylor & Francis Group, an informa business © 2022 François Colbert and Alain d’Astous The right of François Colbert and Alain d’Astous to be identified as authors of this work has been asserted by them in accordance with sections 77 and 78 of the Copyright, Designs and Patents Act 1988. All rights reserved. No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers. Trademark notice: Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe. British Library Cataloguing-in-Publication Data A catalogue record for this book is available from the British Library Library of Congress Cataloging-in-Publication Data Names: Colbert, François, editor. | Astous, Alain d’, 1952– editor. Title: Consumer behaviour and the arts: a marketing perspective / edited by François Colbert and Alain D’Astous. Description: 1 Edition. | New York, NY: Routledge, 2022. | Series: Discovering the creative industries | Includes bibliographical references and index. Identifiers: LCCN 2021019146 (print) | LCCN 2021019147 (ebook) Subjects: LCSH: Consumer behavior. | Arts—Marketing. | Marketing. Classification: LCC HF5415.32 .C65426 2022 (print) | LCC HF5415.32 (ebook) | DDC 658.8/342—dc23 LC record available at https://lccn.loc.gov/2021019146 LC ebook record available at https://lccn.loc.gov/2021019147 ISBN: 978-0-367-20728-1 (hbk) ISBN: 978-0-367-20730-4 (pbk) ISBN: 978-0-429-26311-8 (ebk) DOI: 10.4324/9780429263118 Typeset in Calvert by codeMantra Contents List of figures x List of tables xi About the authors xii About the cover artist xv Preface xvi PART 1 Introduction 1 Chapter 1 Introduction to cultural consumption 3 A night at the opera 4 The consumption of arts and culture 7 A conceptual model 9 Premises and chapter structure 12 References 13 PART 2 The psyche 15 Chapter 2 Personality and self-concept 17 Personality 17 Self-concept 21 Personality and self-concept in the field of arts and culture 22 Implications for the marketing of arts and culture 26 Implications for research 27 References 28 vii PART 3 Experience 31 Chapter 3 Perception 33 Selective perception 33 Perceptual organization 34 Interpretation 36 Perception in the field of arts and culture 38 Implications for the marketing of arts and culture 44 Implications for research 45 References 46 Chapter 4 Learning 49 Consumers are learners by nature 49 Learning in the field of arts and culture 58 Implications for the marketing of arts and culture 62 Implications for research 64 References 65 Chapter 5 Attitudes and affective states 68 Consumers live affective experiences 68 Affective experiences in the field of arts and culture 77 Implications for the marketing of arts and culture 81 Implications for research 82 References 84 Chapter 6 Decision-making 87 The consumer decision process 87 Decision-making in the field of arts and culture 93 Implications for the marketing of arts and culture 98 Implications for research 100 References 101 PART 4 The social environment 103 Chapter 7 Reference groups, culture, and subcultures 105 Reference groups 105 Different types of reference group influence 109 Influencers 110 viii Contents Culture 112 Subcultures 114 Reference groups, culture, and subcultures in the field of arts and culture 115 Implications for the marketing of arts and culture 120 Implications for research 122 References 123 PART 5 Conclusion 125 Chapter 8 Marketing culture and the arts 127 References 130 Appendix 1 Scientific journals and training programmes related to arts and culture (A&C) marketing 131 Index 135 Contents ix