Cultural Differences in the Appreciation of Art Periods and Art Forms

  • Gerard J. van den Berg
  • Ingrid A. W. van Rijn
Conference paper
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)


This paper contains an empirical analysis of cross-cultural differences in the appreciation of different art forms and art periods. We describe how appreciation varies over the country of origin of the consumer, controlling for personal characteristics. We pay particular attention to testing hypotheses on interactions between the country of origin and personal characteristics. The results give insight into cross-cultural differences in art preferences, and they are useful for marketing strategies of art museums.


Order Probit Model Consumer Attitude Benchmark Country 20th Century Painting Unobserved Explanatory Variable 
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Copyright information

© Academy of Marketing Science 2015

Authors and Affiliations

  • Gerard J. van den Berg
    • 1
  • Ingrid A. W. van Rijn
    • 2
  1. 1.Department of EconomicsFree University AmsterdamNorfolkUSA
  2. 2.Economic and Social InstituteFree University AmsterdamNorfolkUSA

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