Consumer theory, market segmentation and audience research on cultural goods

This chapter proposes ways to teach individual decision-making models for cultural goods and services and to test the predictions of such models in terms of differences in demand for different groups. Microeconomic models provide the fundamentals to understand how differences in access and demand depend on differences on resources available to different groups. After understanding those differences, students can better address issues as market segmentation and pricing strategies for arts organizations. Data sources are proposed with which to undertake empirical exercises and estimate participation models for representative samples of the population.