Measuring Motives for Cultural Consumption: A Review of the Literature

Maria Manolika^1, , Alexandros Baltzis¹ and Nikolaos Tsigilis¹

¹Department of Journalism and Mass Media Communication, Aristotle University of Thessaloniki, Thessaloniki, Greece

Cite this paper:
Maria Manolika, Alexandros Baltzis and Nikolaos Tsigilis. Measuring Motives for Cultural Consumption: A Review of the Literature. American Journal of Applied Psychology. 2015; 3(1):1-5. doi: 10.12691/ajap-3-1-1

Abstract

Motives are the driving force behind all human behaviors and act as an internal factor that arouses, directs and integrates a person’s activity. In the cultural consumption domain the crucial role of motivation in people’s behavior has not been examined thoroughly. The present study reviews the research findings regarding the scales using to identify the main motives for cultural consumption and explores the theories used to explain cultural consumer motivations. The nature of cultural studies is examined by comparing and analyzing a large scale literature review of 94 research articles published in the English language scholarly press. The conclusions of this paper serve as a reference guide to current cultural motivation research. It is recommended that a universal scale for measuring consumer motivation be created with the adoption of quantitative and qualitative instruments. Methodological limitations and recommendations for future research are discussed.

Keywords:
cultural consumption motivation theories scale development

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