Understanding of consumption behaviors in art and cultural sectors for developing successful communication plans

Abstract

Art and cultural organizations are in dire need of promotion because of unstable economic conditions, a lack of systematic support from lawmakers, and a largely apathetic general public. To encourage the economic development of the sector in urban areas, organizations need to identify how people are engaged in art and cultural consumption, how those behaviors are related, and what affects their behavioral. The general public in the Great Lakes States (N=6110) participated in the data-driven Web survey and Multiple Item Response Theory examined the valid items, determined their associations and categorized the items as constructs of measurement. The results identifies how people behave differently and determines which items are valid for segmenting people based on the engagement levels. The persuasive messages targeting a specific group of people will boost more participation in the art and cultural sectors and play a role to enlighten people and policy makers.