Consumer Behaviour and the Arts

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 program (Master of Management in International Arts Management).Alain d’Astous, PhD, is 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.

• 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

"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