The Effects of Pre-Visit Attributes on Active Consumption of Museums Experience

Marketing researchers have begun to place cultural consumption debate into a broader framework that can account for consumers’ lifestyle as a means for participation in cultural places. This study uses museums in Scotland as a platform in order to further investigate the cultural consumption context with a particular focus on the role of active and inactive consumers and their behaviours and prior knowledge towards consumption. Based on the analysis of qualitative data, the study outlines three main concepts: cultural capital, motivation and familiarity, and their influence on level of engagement during an actual visit, which can be applied to studies of museum visitor behaviour.


Babak Taheri and Karen Thompson (2011) ,"The Effects of Pre-Visit Attributes on Active Consumption of Museums Experience", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 568-570.


Babak Taheri , University of Strathclyde, UK
Karen Thompson, University of Strathclyde, UK


E - European Advances in Consumer Research Volume 9 | 2011

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