Individual choice behaviour

This chapter seeks to expand on the rational utility-maximizing neoclassical model as the basis for explanation of choice behaviour in cultural markets. Hence there is an exploration of rational addiction and social effects. Whilst there are many empiricial studies in rational addiction, it is shown that social effects have been less explored and are difficult to capture. The evidence on age, gender and race effects is discussed and is shown to be limited, to an extent, by the nature of the data sources. The key role of omnivorousness versus univorousness in the age and gender effects is identified. The conclusion looks at attemtps to reclaim the ‘meaning’ of consumption via culture, in terms of the Burning Man festival. Some research questions about Burning Man within the manstream positivist approach are identified.