Consumer Behavior nei prodotti artistici: una prospettiva per il management delle organizzazioni artistico-culturali

Deliver value through the relationship between the various actors involved in the constellation of values has become a major theme in studies on the management of arts and cultural organizations (AIMaC, 1993, 1999, 2003, Colbert, 2003; Solima, 1998, 2004, Moretti, 1999; Zan, 1999; Evrard, Colbert, 2000). Within this vast literature, it is useful to emphasize the importance of consumer behaviour analysis of art as a fundamental point for a management perspective of the arts and cultural organizations (ACOs). The goal of the present contribution is to make clear the role of the relationship between ACOs and consumers within the constellation of values in specific contexts and to compare it with contributions, both theoretical and operational, related to same object. The perspective is to build a framework for existing processes of research on consumer behavior of art within a managerial perspective. If on the one hand, the multidimensional epistemological, instrumental and perspective that characterizes the set of studies of consumer behavior can be useful to the structuring of such autonomous discipline (Dalli, Romani 2003), in the perspective of the ACOs we need for develop an understanding of the role of in-depth studies of consumption of arts and culture products as evidences on which define strategies, policies and tactical business processes. To do this in § 2 will be presented briefly the role of the interaction process between ACOs and consumers within the constellation (network) of production of value contexts in defining the potential and significance. § 3 is intended to provide a summary of the literature is the art consumer behavior: • First, by defining the object of this paper (the behaviour of individuals who consume cultural products) and identifying some parameters by which to map the contributions traceable on the subject; • Therefore, identifying the characteristics of the main lines of research on consumer behaviour art, grouping between positivist approaches and interpretative approach. Finally, in § 4, are given some specific managerial implications regarding the use of research on consumer behavior to the decisions of the art of ACOs.