Multidisciplinary perspectives on arts consumption and audience behaviour

The authors’ findings highlight the vital role of tailored audience communications in stimulating attendance from different audience segments but also underlines the important role of advocacy, education and mediation in audience development and cultural democratisation. Through a quantitative study of attendance preferences of performing arts audiences, the authors produce some interesting and sometimes counter-intuitive findings, particularly relating to the timing and durational preferences of different age groups. Elif Ülker Demirel, Ayşe Akyol, and Gülhayat Gölbaşi Şimşek’s “Marketing and consumption of art products: the movie industry” examines important aspects of production, marketing, and of consumers and consumption of movies within an integrated model to explain purchase intentions and post-purchase behaviour. Using variables that have been developed in other studies, but have not yet been tested in an integrated framework via structural equation modelling, and including new data from Turkey, the results indicate that aspects of production (such as the cast), marketing (such as distribution channels) and consumer behaviour (such as frequency of attendance at cultural events) all appear to impact purchase intention.