As the arts world grapples with changing markets, environments and cultures the need to better understand consumers of culture increases in importance. This textbook briefly lays out the key themes in and around consumer behaviour when applied to the cultural sector.
Introduces a services marketing approach to the cultural sector
Practical approach focuses on managerial decisions in the arts world
Incorporates examples from across the arts sector
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, Ph.D., Associate Professor, Marketing, Sprott School of Business, Carleton University, Ottawa, Canada
Francois Colbert is a professor in the Marketing Department at HEC Montreal and holds the Carmelle and Remi-Marcoux Chair in Arts Management. He serves as a Co-director of the MMIAM program (Master of Management in International Arts Management).
Alain d'Astous, PhD, is Honorary Professor and researcher associated with the Camille and Remi-Marcoux Chair in Arts Management at HEC Montreal. He is a fellow of the Royal Society of Canada.
Part 1 - Introduction 1. Introduction to cultural consumption Part 2 - The psyche 2. Personality and self-concept Part 3 - Experience 3. Perception 4. Learning 5. Attitudes and affective states 6. Decision making Part 4 - The social environment 7. Reference groups, culture and subcultures Part 5 - Conclusion 8. Marketing, the arts and culture