Walls CAN speak

dc.contributor.advisorIslam, Towhidul
dc.contributor.authorThomson, Karen
dc.date.accessioned2021-04-26T19:47:38Z
dc.date.available2021-04-26T19:47:38Z
dc.date.copyright2011
dc.degree.departmentDepartment of Marketing and Consumer Studiesen_US
dc.degree.grantorUniversity of Guelphen_US
dc.degree.nameMaster of Scienceen_US
dc.description.abstractThis thesis is an investigation of the determinants of fine art preference and selection. For over 2,000 years, art has been ranked among the world's most valuable objects. Its power extends to cultural definition of entire societies. The objective of this research was to test the existence of four unique consumer segments, defined by cultural taste, entitled Decorator, Investor, Collector and Creator. Hypotheses that Collectors have the knowledge to distinguish original from reproduced art, versus Decorators who do not, were supported. The Creator and Collector prefer innovative art and an abstract style is the driving determinant of selection. The reputation of an artist is the least important determinant of art selection but slightly more important to Investors. The methodological approach of Discrete Choice delivered strong results that contradict conclusions of previous studies and provide a foundation for a new theory on the important role of cultural status with significant implications to industry.en_US
dc.identifier.urihttps://hdl.handle.net/10214/25474
dc.language.isoen
dc.publisherUniversity of Guelphen_US
dc.rights.licenseAll items in the Atrium are protected by copyright with all rights reserved unless otherwise indicated.
dc.subjectdeterminantsen_US
dc.subjectfine arten_US
dc.subjectpreferenceen_US
dc.subjectselectionen_US
dc.subjectcultural tasteen_US
dc.subjectdecoratoren_US
dc.subjectinvestoren_US
dc.subjectcollectoren_US
dc.subjectcreatoren_US
dc.titleWalls CAN speaken_US
dc.typeThesisen_US

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