Description

The course is designed to examine the psychological processes behind the behavior of cultural consumers and on how they make their decisions.

It focuses on the factors that influence cultural consumer behavior, make a message about cultural goods persuasive and affect consumers taste and choice among different goods and services (e.g. motivations, personality, and attitudes). Also, it analyzes the decision making processes of cultural consumers both individually and in groups. The purpose of this course is to offer a thorough understanding of the cultural consumer behavior as well as awareness about the instruments used in the domain of the cultural consumer research.

Access to the course and the available materials in the E-Learning. Additional information on this course is also available on the web page of the Quality Assurance Unit of the Aristotle University.

Main issues covered – general syllabus

1. Introduction: course presentation and outline.
2. Learning.
3. Memory.
4. Personality.
5. Motivation.
6. Values, lifestyle and involvement.
7. Attitude development, change and alternative evaluation.
8. Demographic or psychographic?
9. Decision making processes.
10. Quality and satisfaction.

Objectives

Upon successful completion of the course students will be able to:

• Understand the cultural consumer behavior
• Understand the processes and emotions underlying decision making in the field of cultural consumption
• Understand some research methods that are common in audience research
• Identify individual and group influences on audience choices and decision making

Suggested readings

Required readings are available through e-learning.

1. Bourdieu, P. (1984). Distinction, a social critique of the judgment of taste. London: Routledge & Kegan Paul.
2. Bryman, A. (2004). Social research methods. Oxford: Oxford University Press.
3. Churchill, G. A., J., & Peter, J. P. (1995). Marketing: Creating value for customers. Columbus, OH: Irwin McGraw-Hill.
4. Crompton, J. L., & McKay, S. L. (1997). Motives of visitors attending festival events. Annals of Tourism Research, 24 (2), 425-439.
5. Furnham, A., & Walker, J. (2001). The influence of personality traits, previous experience of art and demographic variables on artistic preference. Personality and Individual Differences, 31, 997-1017.
6. Gabriel, Y., & Lang, T. (1995). The unmanageable consumer: Contemporary consumption and its fragmentation. London: Sage.
7. McCarthy, K. F., & Jinnett, K. (2001). A new framework for building participation in the arts. Santa Monica, CA: RAND.
8. Shaughnessy, J. J., & Zechmeister, E. B. (1994). Research methods in psychology. New York: McGraw-Hill.
9. Swanson, S. R., Davis, J. C., & Zhao, Y. (2007). Motivations and relationship outcomes: The mediating role of trust and satisfaction. Journal of Nonprofit & Public Sector Marketing, 18 (2), 1-25.

Evaluation

Erasmus students are invited to participate actively in the course, by presenting and discussing analyses on audience surveys. All presentations are prepared with the support of the tutors who provide the necessary literature. Performance evaluation is based upon:

• Participation in group work and discussions in class (10%)
• Readings presentation (15%)
• Presentation of a research design (35%)
• Written exam (40%)