ERIC Number: ED230450
Record Type: Non-Journal
Publication Date: 1978-Sep
Reference Count: N/A
Consumer Response to Arts Offerings: A Study of Theater and Symphony in Four Southern Cities.
Andreasen, Alan R.; Belk, Russell W.
In an effort to broaden the audience for the performing arts, attitudinal, life-style, and socioeconomic data on marginal and regular attenders of theater and symphony concerts in Atlanta (Georgia), Baton Rouge (Louisiana), Columbia (South Carolina), and Memphis (Tennessee) were collected. Telephone interviews were conducted with 1491 respondents 14 years of age or older randomly selected from households with telephones in 4 cities. Four major factors were found to predict attendance at both theater and symphony: attitudes toward attendance, attendance in the past year, interest in the art form as a child, and membership in the Culture Patron life-style group. For both theater and symphony, the two highest impact strategies were to offer second tickets at half price from time to time and to include famous performers in the production. The report concludes with recommendations of interest to arts managers who would like to translate the study results into concrete actions and with methodological conclusions of interest to those doing further audience studies. Appendices contain statistical tables, a note on factor analysis, and the survey questionnaire. (RM)
Publication Type: Reports - Research
Education Level: N/A
Sponsor: National Endowment for the Arts, Washington, DC.
Authoring Institution: Illinois Univ., Urbana. Dept. of Business Administration.
Identifiers - Location: Georgia (Atlanta); Louisiana (Baton Rouge); South Carolina; Tennessee (Memphis)