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Preferences for perceived attractiveness in modern dance

Author

Listed:
  • Rachel Lau

    (The College of Wooster)

  • Brooke Krause

    (The College of Wooster)

Abstract

The role of attractiveness in the arts, an area that inherently deals with esthetics, is one way in which consumer decisions may have economic effects. Focusing on consumer (or audience member) preferences, this paper explores the relationship between audience members’ perceived attractiveness of dancers and their willingness to pay (WTP) for a modern dance performance. One of our contributions is through primary data collected using a series of four video recordings of self-choreographed modern dance solos. Using a dataset of 1,989 observations, we investigate the extent that the audience members’ perceived attractiveness of a dancer is related to their WTP for a modern dance performance using tobit and binomial logit models. The findings reveal evidence of a positive relationship between dancers’ perceived attractiveness and WTP for modern dance performances and an even stronger relationship between audience members’ perceived attractiveness of dancers and their willingness to re-watch or watch more of the performance. Aside from the performing dancer, the audience members’ perceived attractiveness of the other dancer also has a significant relationship with WTP and willingness to watch the performance.

Suggested Citation

  • Rachel Lau & Brooke Krause, 2022. "Preferences for perceived attractiveness in modern dance," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 46(3), pages 483-517, September.
    • Handle: RePEc:kap:jculte:v:46:y:2022:i:3:d:10.1007_s10824-021-09424-5
    DOI: 10.1007/s10824-021-09424-5
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    More about this item

    Keywords

    Consumer preferences; Modern dance; Willingness to pay; Perceived attractiveness;
    All these keywords.

    JEL classification:

    • Z11 - Other Special Topics - - Cultural Economics - - - Economics of the Arts and Literature
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • J71 - Labor and Demographic Economics - - Labor Discrimination - - - Hiring and Firing
    • J23 - Labor and Demographic Economics - - Demand and Supply of Labor - - - Labor Demand

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