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

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.
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https://hal.archives-ouvertes.fr/hal-02413362
Contributor : Emna Bouladi <>
Submitted on : Monday, December 16, 2019 - 10:55:50 AM
Last modification on : Tuesday, December 17, 2019 - 2:29:20 AM

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Virginie de Barnier, Joëlle Lagier. La résistance à l'art contemporain: des attitudes et représentations des publics aux implications marketing. Décisions Marketing, Association Française du Marketing, 2012, pp.47-57. ⟨10.7193/DM.068.47.57⟩. ⟨hal-02413362⟩

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