Resistance to contemporary art: from general public’s attitudes and representations to market implications

La résistance à l'art contemporain: des attitudes et représentations des publics aux implications marketing

Virginie de Barnier () and Joëlle Lagier
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Virginie de Barnier: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon
Joëlle Lagier: Rouen Business School

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Abstract: This article analyzes the attitudes and representations vis-à- vis contemporary art in order to understand resistances and to infer marketing implications. Qualitative studies conduc- ted among the general public (semi-directive interviews and netnography) allow understanding the different levels of resistance. Results identify three major dimensions of resistance: economic, affective and hermeneutics. Recom- mendations to address these resistances are structured on two axes: restore meaning and emotion for the public and re-establish trust among the different actors on the market.

Keywords: art; resistance; perception; attitude; emotion; trust.; résistance; émotion; confiance. (search for similar items in EconPapers)
Date: 2012-12
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Published in Décisions Marketing, 2012, 68, pp.47-57. ⟨10.7193/DM.068.47.57⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02413362

DOI: 10.7193/DM.068.47.57

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