Tattoo exhibitions: materialism and push/pull motivations. Evidence from an Italian context

Objectives. This paper investigates tattooing behavior from multiple perspectives. The analysis is developed assuming two important dimensions of tattooing behavior: a more product-related dimension (i.e., more related to the physical product-tattoo), and a more experiential dimension, related to the participation to tattoo-related events (i.e., exhibitions). Methodology. Text analysis approach is applied. First, the product-related dimension of tattooing is investigated, addressing the role of materialism on tattooing decisions; then, the experiential dimension of tattooing is examined, by applying the push/pull factor motivation framework to the context of tattoo exhibitions. Findings. The materialistic component in tattoo consumption appears preponderant. On the other hand, visitors’ motivation analysis in tattoo exhibitions shows an equal importance of both inner visitors’ motivations, and motivations related to event features. Research limits. The methodology employed is highly subjective. In addition, the study is based on a convenience sample. Albeit useful in gathering the required data, this choice could potentially harm the representativeness of the sample. Furthermore, the study considers only Italian events. Practical implications. Results underline the need, for tattoo retailers, to carefully consider the commercial nature of tattoo. With respect to tattoo exhibitions, it is very likely that, the coexistence (i.e., instead of a clear-cut predominance of a factor category) of push and pull factors has important implications in devising and managing such events. Originality. The study offers an investigation of a still under researched topic like tattoo consumption, approaching it from a text analysis perspective. Within this context, the study also offers an original application of the push/pull framework, to the context of exhibitions.