Consumer Behavior and the Arts; Introduction
GENERAL
As we put together this special issue of the Journal, we were motivated by the conviction that some familiarity with consumer behavior principles and research and some examples of their practical application in arts administration will prove extremely useful to those responsible for marketing and selling the arts and culture. Consumer behavior science is the field of knowledge that investigates how human beings act as purchasers of goods and services. In essence, we agree with Alan Andreasen that a clear marketing vision virtually guarantees that the rest of one's marketing responsibilities are a piece of cake, and we feel that a working knowledge of consumer behavior is essential to a clear marketing vision.
We begin with Alan R. Andreasen's nice distinctions between marketing and selling and Laurie Uprichard's analysis of a decision process model because these two habits of mind connect consumer behavior science to arts administration. Next, we select several studies that focus on the practical application of consumer behavior theory. Using psychological characteristics to segment audience behavior is the technique presented in David O'Gorman's article. Toni Fountain Sikes discusses pricing theory and its relation to arts administration. Oliver Chamberlain reports the results of his study of how one group of arts administrators currently applies such theory.
We then present two analyses that consider specific audience groups and defined behavioral goals. We do not suggest that there is, or ever will be, an absolutely true or completely accurate set of consumer behavior assumptions that can be applied to any given marketing challenge. It is the task of the marketer to test theories and to conduct experiments so as to generate the most useful set of working premises applicable to that market's particular audience and products.
