La fidélité du consommateur de biens culturels: Une analyse empirique des comportements d'assiduité et d'adhésion au Parc de La Villette

Olivia Guillon

Revue d'économie politique, 2009, vol. 119, issue 2, 301-321

Abstract: In the economic literature or in marketing research, works on cultural demand generally suggest market segmentation according to the kind or the frequency of consumers? practices. We support the idea that a consumer is characterized by his level of loyalty. The consumer faces an information problem: given that each cultural good is unique, he?s uncertain as to its quality until he attends it. More generally, cultural goods are ?search goods?: consumers lack information about their existence, their price, their availability and their characteristics. This results in information costs and in a risk of being disappointed. Since he?s unable to consider every substitute before he fixes his choice on a cultural product, the consumer adopts a loyal behaviour to reduce costs and risks. I shall illustrate these ideas with an econometric study of attendance at the Park of la Villette in Paris.

Keywords: loyalty; consumer; decision; information costs; cultural goods (search for similar items in EconPapers)
Date: 2009
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