Consumption criteria in arts marketing

This chapter applies the Concept of Consumer Value (CCV) to the case of arts marketing. A typology distinguishes eight major types of consumer value (efficiency, excellence, exhibitionism, elitism, entertainment, esthetics, ethics, and ecstasy). Taking the jazz vibraphonist Gary Burton as an illustration, the chapter argues that all eight types of value may coexist in any one consumption experience. Thus, for example, multiple market segments may respond favorably and profitably to a brand in general or to the Gary Burton offering in particular.