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| Titel |
A taste of what’s to come : the appetitive value of sequential product launches |
| Auteur |
R. Legoux, Y. St-James |
| Tijdschrifttitel |
In: International journal of arts management. 13(2010)1(Fall.4-11) |
| Annotatie |
Met lit. opg.
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| Trefwoorden |
muziekgezelschappen, musicals, mecenaat, fondsenwerving, promotie, Australië, onderzoeksrapporten (vorm), tijdschriftartikelen (vorm) |
Samenvatting
Introduction of the concept of 'appetitive strategies' to describe an ancillary product that allows arts patrons to consume part of the cultural experience in advance, such as by releasing a cast album prior to the opening of a musical theatre production. The authors argue that the appetitive value of such promotions lies in the enjoyment of consuming the product item per se (e.g., listening to a cast album) as well as the heightened anticipation of consuming the central product (e.g., attending the theatre performance). Consequently, they posit that appetitive strategies have a positive impact on the success of artistic products. This hypothesis is supported by an empirical examination of 1,718 musicals produced between 1884 and 1996. The authors discuss the managerial implications of appetitive strategies and identify avenues for future research. (Abstract by the author). |
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