Adolescent’S Art Consumption Features: an Emerging Target For Museums and Art Marketing Professionals

Young consumers art consumption is receiving increased interest from marketing researchers due to the relevance of this target to museums and art galleries. However, studies focusing on this topic in marketing are very limited and the existing works in arts marketing have a narrow view. This article uses 32 in-depth interviews with adolescents aged 13-18 and looks at their perceptions of art museum and exhibition galleries. It examines the main art consumption features among adolescent youth subculture. The findings showed that adolescent perceptions of arts and exhibitions do not match standard adult and museum art criteria. The results suggest new ways of engaging with adolescents in the field of arts.


Wided Batat and Isabelle Frochot (2012) ,"Adolescent’S Art Consumption Features: an Emerging Target For Museums and Art Marketing Professionals", in AP - Asia-Pacific Advances in Consumer Research Volume 10, eds. , , and , Duluth, MN : Association for Consumer Research, Pages: 97-110.


Wided Batat, University of Lyon 2, France
Isabelle Frochot, University of Chambéry, France


AP - Asia-Pacific Advances in Consumer Research Volume 10 | 2012

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