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- Title
L'ART ET L'ARTISANAT D'ART EN QUÊTE DE RÉASSURANCE.
- Authors
De Barnier, Virginie; Lagier, Joelle
- Abstract
This article attempts to analyze the specific relationship that develops between a buyer of art or crafts and the creator. Qualitative studies (semi-structured interviews and focus groups) were conducted with art experts and art consumers to understand four important elements in this relationship: perception of the art object, criteria for selecting the art object by the buyer, the buyer's fears and the elements of reinsurance accepted. Two elements of reinsurance were studied: the labels and workshop visits. An analysis of these two elements shows how they help to reassure the customer by meeting their needs both rational and emotional and giving meaning to its purchase.
- Subjects
HANDICRAFT; ART workshops (Adult education); ARTS; QUALITATIVE research; CONSUMER behavior; FOCUS groups; PAINTERS
- Publication
Décisions Marketing, 2012, Issue 65, p9
- ISSN
0779-7389
- Publication type
Article
- DOI
10.7193/DM.065.09.20