ABSTRACT
This chapter examines decision-making-by consumers in general, and by arts and culture consumers in particular. It presents a general model of the consumer decision process, to serve as a foundation for discussion of the major topics. The chapter summarizes the key findings made by researchers investigating how this decision process operates in arts and culture and discusses some practical implications for marketing in the field and suggest new avenues for theoretical research. Some consumers will have a very good knowledge of the art form, which allows them to make a decision based on factual elements accumulated over the course of their frequent attendance. Many consumer decisions are influenced by the views of other people when the latter are perceived to be capable of providing relevant information on products or services. In situations where consumers make decisions regarding artistic and cultural products, the information search stage is crucial.
