Why do we consume art?

In this article we will be standing in the consumer side and try to explain reasons allowing him to consume art in all its forms. In this theme Marteau and ali (2006) in their research article have exposed consumer’s justifications to consume art. Those reasons are in the number of seven, we will be pointing out the most relevant of them.

The search for social bonds: going to the cinema, or a concert is an occasion for individuals to strengthen their bonds with their friends or family, it’s also an occasion to meet new people. This social interaction helps creating communities of a specific form if art, allowing people to be part of a group and satisfy the need of belonging.

The search for sensoriality: an artistic product is perceived by our senses. For example; the sight of a painting and its aesthetic attributes, helps flourishing the sense of sight. Consumers feel more fulfilled with artistic experiences that touch their senses. That’s why managers and artists conceive artistic offer that flourish human senses like 4D movies.

The quest for emotions: as we said in previous articles, in the action of art consumption we experience emotions that led the artist to create that piece of art. As a general result we experience hedonism issued from all those feelings combined together (for more information about “Hedonism” please check our previous article “What is hedonism? And how is it related to art consumption?”)

Spect-actor: this is a combination of two words the first one is “spectator” and the second is “actor”. We mean by this word that the spectator takes in charge the production of art; he becomes an active participant in the production of a show. This participation enhances the feeling of achievement and favors group creativity. The way people interact with the shows and criticize them thanks to social media, give them the opportunity to become opinion leaders.