Special issue: Customer Behaviour in Arts, Heritage, Nonprofit and Social Marketing

Journal of Customer Behaviour, Volume 10, Number 4, 2011

Editorial: Special Issue on Customer Behaviour in Arts, Heritage, Nonprofit and Social Marketing
Gretchen Larsen
The papers in this special issue of the Journal of Customer Behaviour were first delivered at the 2009 and 2010 International Colloquia on Arts, Heritage, Nonprofit and Social Marketing, hosted by the University of Bradford and King’s College London respectively. These Colloquia are the main annual research meetings for the Arts, Heritage, Nonprofit and Social Marketing Special Interest Group of the Academy of Marketing (UK). The aim of this Special Interest Group is to bring together scholars and practitioners in the marketing of the arts and heritage, and in nonprofit and social marketing in order to achieve a range of objectives which include stimulating debate on pertinent and contemporary issues in this field …Read more >
Larsen, G. (2011). Editorial: Special Issue on Customer Behaviour in Arts, Heritage, Nonprofit and Social Marketing. Journal of Customer Behaviour, 10(4), 305-308. http://dx.doi.org/10.1362/147539211X13210329822464

Management of unprofitable donors by UK fundraising charities
Roger Bennett & Rita Kottász
This paper presents an overview of current practice in relation to donor profitability management (DPM) in the UK charity sector and develops a model intended to explain the nature of a charity’s behaviour in the DPM field. Respondents in 195 fundraising charities completed a questionnaire that established whether or not the sample organisations (i) concerned themselves with the issue of donor profitability, (ii) actively engaged in DPM, and (iii) removed loss making donors from their supporter databases. The questionnaire also examined certain potential antecedents of DPM, including a charity’s use of transactional (as opposed to relationship) marketing, “organisational inertia”, a charity’s willingness to adopt commercial sector management practices, the degree of a charity management’s “psychological closeness” to its donors, fears that DPM might damage a charity’s image and reputation, and the availability of adequate information systems …Read more >
Bennett, R. & Kottász, R. (2011). Management of unprofitable donors by UK fundraising charities. Journal of Customer Behaviour, 10(4),  309-333. http://dx.doi.org/10.1362/147539211X13210329822509

Why people go to the theatre: A qualitative study of audience motivation
Ben Walmsley
Theatre is a complicated pastime, bridging the fields of arts and leisure and the drivers of aesthetics, hedonics, emotions, education and entertainment, to name but a few. Pincus (2004) claims that quantitative research has failed to provide a true synthesis of motivation; and while some insight can be gleaned from recent research into the motives of event-goers and museum and gallery visitors, as well as from impact analysis of arts and cultural events, the complex motivations of theatre audiences remain unclear. This paper therefore aims to explore the fundamental drivers behind theatre-going and to fill a gap in the literature on audience motivation …Read more >
Walmsley, B. (2011). Why people go to the theatre: A qualitative study of audience motivation. Journal of Customer Behaviour, 10(4), 335-351. http://dx.doi.org/10.1362/147539211X13210329822545

Understanding motivational constraints to membership at the Southbank Centre
Kate Armstrong & Alix Slater
The motivational construct has been explored from a variety of perspectives including products, services and the cultural industries. Motivational constraints and barriers however have been less explored and overlooked from customer behaviour and arts perspectives. The purpose of this paper is to address this gap by exploring motivational constraints to cultural membership at the Southbank Centre (SBC) drawing on the marketing and leisure literature …Read more >
Armstrong, K. & Slater, A. (2011). Understanding motivational constraints to membership at the Southbank Centre. Journal of Customer Behaviour, 10(4), 353-373.  http://dx.doi.org/10.1362/147539211X13210329822581

An exploration of spectacular consumption at the movies: Mamma Mia!
Kathy Hamilton & Beverly Wagner
Through the lens of spectacular consumption, we examine the way in which cultural phenomena provides a rich and fertile ground for understanding contemporary consumption behaviour. To do so, we focus on the top box office release of 2008, Mamma Mia! Basing our findings on online consumer reviews of the Mamma Mia! film we demonstrate how Mamma Mia! responds to consumers’ need for escapism and through the democratisation of music, incites consumer participation. Implications relate to the understanding of experiential consumption, the commercialisation of the arts and the importance of the arts in everyday life. Our main contribution is to provide a deeper understanding of the role of arts in relation to its dual function of escapism from and support for the inadequacies of consumer society …Read more >
Hamilton, K. & Wagner, B. (2011). An exploration of spectacular consumption at the movies: Mamma Mia! Journal of Customer Behaviour, 10(4),  375-390. http://dx.doi.org/10.1362/147539211X13210329822626