Aesthetic Value in Marketing Art Gallery: Conceptualization and Scale Development

Joko Subiharto; Basu Swastha Dharmmesta; Bayu Sutikno; Sari Winahjoe Siswomihardjo

doi:10.15294/jdm.v15i1.49361

Aesthetic Value in Marketing Art Gallery: Conceptualization and Scale Development

Joko Subiharto⁽¹⁾, Basu Swastha Dharmmesta⁽²⁾, Bayu Sutikno⁽³⁾, Sari Winahjoe Siswomihardjo⁽⁴⁾,

DOI: https://doi.org/10.15294/jdm.v15i1.49361

(1) Universitas Gadjah Mada Institut Seni Indonesia Yogyakarta
(2) Universitas Gadjah Mada
(3) Universitas Gadjah Mada
(4) Universitas Gadjah Mada

Abstract

This study aims to develop a measurement tool for a new concept in aesthetic marketing called Aesthetic Value. The paper provides a framework for understanding individual motivations in consuming art galleries, starting with exploring art theory, aesthetics, and experience as a source of aesthetic value. The research then defines the construct and its dimensions, which are used to create a measurement tool and develop a conceptual model. Data collected from survey is used to evaluate the overall aesthetic value model. Finally, Exploratory Factor Analysis (EFA) determines the number of components that should be retained in the construct. The study concludes that Aesthetic Value has four dimensions: artwork, facilities-place, knowledge, and emotion. This conceptualization provides a robust foundation for understanding customer value in the context of consuming art galleries by considering various relevant elements of Aesthetic Value. The article also discusses the potential use of this concept in the future, allowing researchers to accelerate further theoretical development in this area.

Keywords

Aesthetic Value, Arts Marketing, Marketing Art Services, Scale Development

Full Text:

PDF

References

Aiken, L. R. (1985). Three Coefficients for Analyzing the Reliability and Validity of Ratings. Educational and Psychological Measurement, 45, 131–141.

Apaolaza, V., Hartmann, P., Fernández-Robin, C., & Yáñez, D. (2020). Natural Plants in Hospitality Servicescapes: The Role of Perceived Aesthetic Value. International Journal of Contemporary Hospitality Management, 32(2), 665–682.

Arnheim, R. (1974). Art and visual Percetion: a Psychology of the Creative Eye. University of California Press.

Augustin, M. D., & Leder, H. (2006). Art Expertise : A Study of Concepts and Conceptual Spaces. Psychology Science, 48(2), 135.

Bagozzi, R. P. (1984). Prospectus for Theory. Journal of Marketing, 48(1), 11–29.

Beardsley, M. C. (1962). Beauty and Aesthetic Value. The Journal of Philosophy, 59(21), 617–628.

Becker. (1978). Arts and Crafts. American Journal of Sociology, 83(4), 862–889. Becker, H. (1982). Art World. University California Press. Bell, C. (1914). Art. Oxford University Press.

Bennet, R. (2002). Ticket Sales Forecasting Methods and Performance of UK Theatre Companies. International Journal of Arts Management, 5(1), 36–49.

Berley, M. K. (1978). How To Sell Your Art-work. Prentice Hall Inc.

Berlyne, D. E. (1971). Aesthetics and Psychobiology. Appleton Century Crofts.

Bitner, M. J. (1992). Servicescapes: The Impact of Physical Surroundings on Customers and Employees. Journal of Marketing, 56(2), 57–71.

Blackburn, S. (2005). The Oxford Dictionary of Philosophy (Second). Oxford University Press.

Bloch, P. H. (1995). Seeking the Ideal Form: Product Design and Consumer Response. Journal of Marketing, 59(3), 16.

Boorsma, M. (2006). A Strategic logic for arts marketing: Integrating customer value and artistic objectives. International Journal of Cultural Policy, 12(1), 73–92.

Botti, S. (2000). What Role for Marketing in the Arts? An Analysis of Arts Consumption and Artistic Value. International Journal of Arts Management, 14–27.

Bourgeon-Renault, D. (2000). Evaluating Consumer Behaviour in the Fields of Arts and Culture Marketing. International Journal of Arts Management, 4–18.

Carroll, N. (2002). Philosophy of Art: A Contemporary Introduction. Taylor & Francis.

Carroll, N. (2003). Beyond Aesthetics: Philosophical Essays. Cambridge University Press.

Chahal, H., & Kumari, N. (2011a). Consumer Perceived Value and Consumer Loyalty in the Healthcare Sector. Journal of Relationship Marketing, 10(2), 88–112.

Chahal, H., & Kumari, N. (2011b). Consumer Perceived Value and Consumer Loyalty in the Healthcare Sector. Journal of Relationship Marketing, 10(2), 88–112.

Charters, S. (2006). Aesthetic Products and Aesthetic Consumption: A Review. Consumption Markets & Culture, 9(3), 235–255.

Churchill Jr, G. A. (1979). A Paradigm for Developing Better Measures of Marketing Constructs. Journal of Marketing Research, 16(1), 64–73.

Colbert, F., & St-James, Y. (2014). Research in Arts Marketing: Evolution and Future Directions. Psychology & Marketing, 31(8), 566–575.

Collingwood, R. G. (1937). The Principles of Art. Oxford University Press.

Costello, A. B., & Osborne, J. W. (2019). Best Practices in Exploratory Factor Analysis: Four Recommendations for Getting the Most from Your Analysis. Practical Assessment, Research and Evaluation, 10(1), 7.

Creusen, M. E. H., & Schoormans, J. P. L. (2005). The Different Roles of Product Appearance in Consumer Choice. Journal of Product Innovation Management, 22(1), 63–81.

Cronin, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments. Journal of Retailing, 76(2), 193–218.

Cropley, D., & Cropley, A. (2008). Elements of a Universal Aesthetic of Creativity. Psychology of Aesthetics, Creativity, and the Arts, 2(3), 155.

Csikszentmihalyi, Mihaly; Robinson, R. E. (1990). The Art of Seeing: An Intrepretation of aesthetic encounter. The J. Paul Getty Trust.

Cupchik, G. C. (1995). Emotion in Aesthetics: Reactive and Reflective Models. Poetics, 23(1–2), 177–188.

De Klerk, H. M., & Lubbe, S. (2008). Female Consumers’ Evaluation of Apparel Quality: Exploring The Importance of Aesthetics. Journal of Fashion Marketing and Management, 12(1), 36–50.

Dewey, J. (1980). Art as Experience. Perigee Book.

Dutton, D. (2003). Authenticity in art. In J.

Levinson (Ed.), The Oxford hanbook of aesthetics (pp. 258–274). Oxford University Press.

Edwards, J. R. (2001). Multidimensional Constructs in Organizational Behavior Research: An Integrative Analytical Framework. Organizational Research Methods, 4(2), 144–192.

Fabrigar, L. R., MacCallum, R. C., Wegener, D. T., & Strahan, E. J. (1999). Evaluating the Use of Exploratory Factor Analysis in Psychological Research. Psychological Methods, 4(3), 272–299.

Feagin, S. F. (1995). Beauty. In R. Audi (Ed.), The Cambridge dictionary of philosophy (p.66). Cambridge University Press.

Fedrizzi, L. (2012). Beauty and Its Perception: Historical Development of Concepts, Neuroaesthetics, and Gender-differences. Rendiconti Lincei, 23(3), 259–269.

Funch, B. S. (1997). The Psychology of art appreciation. Museum Tusculanum Press.

Gallarza, M. G., Arteaga, F., Del Chiappa, G., Gil-Saura, I., & Holbrook, M. B. (2017). A Multidimens Service Value Scale Based Holbrooks Typology. Journal of Service Management, 28(4), 724-762.

Gallarza, M. G., Arteaga, F., & Gil-Saura, I. (2019). Customer Value in Tourism and Hospitality: Broadening Dimensions and Stretching the Value-Satisfaction-Loyalty Chain. Tourism Management Perspectives, 31(May), 254–268.

Gallarza, M. G., & Saura, I. G. (2006). Value Dimensions, Perceived Value, Satisfaction and Loyalty: An Investigation of University Students’ Travel Behaviour. Tourism Management, 27(3), 437–452.

Gottdiener, M. (1998). The Semiotics of Consumer Space: The Growing Importance of Themed Environments. In J. F.

Sherry (Ed.), Servicescapes: The Concept of Place in Contemporary Markets (pp. 29–53). NTC Business Books.

Graham, G. (2005). Philosophy of the Arts: An Introduction to Aesthetics. In Routledge Taylor & Francis Group (3rd ed.).

Grönroos, C., & Voima, P. (2013). Critical Service Logic: Making Sense of Value Creation and Co-Creation. Journal of the Academy of Marketing Science, 41(2), 133–150.

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate data analysis. Pearson Education Limited.

Haug, A. (2016). A Framework for the Experience of Product Aesthetics. Design Journal, 19(5), 809–826.

Havlena, W. J., & Holbrook, M. B. (1986). The Varieties of Consumption Experience: Comparing Two Typologies of Emotion in Consumer Behavior. Journal of Consumer Research, 13(3), 394–404.

Hekkert, P., & Leder, H. (2008). Product Aesthetics. Product Experience, 259–285.

Hirschman, E. C. (1983). Aesthetics, Ideologies and the Limits of the Marketing Concept. Journal of Marketing, 47, 45–55.

Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic Consumption: Emerging Concept, Methods and Propositions. Journal of Marketing, 46(3), 92–101.

Holbrook, M. B. (1980). Some Preliminary Notes on Research in Consumer Esthetics. In J. C. Olson & A. Ann (Eds.), Advances in Consumer Research Volume 07 (pp. 104–108). Association for Consumer Research.

Holbrook, M. B. (1994). Service Quality: New Directions in Theory and Practice. SAGE Publications, Inc.

Holbrook, M. B. (1999). Consumer Value: A framework for analysis and research. Routledge.

Holbrook, M. B., & Hirschman, E. C. (1982). Experential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun. Journal of Consumer Research, 9(2), 132–140.

Holbrook, M. B., & Schindler, R. M. (1994). Age , Tastes Sex , Predictors for Consumers ’ Aesthetic. Journal of Marketing Research, 31(3), 412–422.

Hung, K. (2000). Narrative Music in Congruent and Incongruent TV Advertising. Journal of Advertising, 29(1), 25–34.

Joy, A., & Sherry, J. F. (2003). Speaking of Art as Embodied Imagination: A Multisensory Approach to Understanding Aesthetic Experience. Journal of Consumer Research, 30(2), 259–282.

Juslin, P. N. (2013). From Everyday Emotions to Aesthetic Emotions: Towards a Unified Theory of Musical Emotions. Physics of Life Reviews, 10(3), 235–266.

Karimi, J., Bhattacherjee, A., Yash P., G., & Toni M., S. (2000). The Effect of MIS Steering Committees on Information Technology Management Shopistication. Journal of Managament Information Systems, 17(2), 207–230.

Kawashima, N. (1998). Knowing the Public: A Review of Museum Marketing Literature and Research. Museum Management and Curatorship, 17(1), 21–39.

Kim, H. (2010). Effect of the Centrality of Visual Product Aesthetic and Aesthetic Experiences on Impulsive Buying Behavior for Fashion Product. Journal of Korean Society of Clothing and Textiles, 34(12), 1947–1956.

Kirchberg, V., & Treondle, M. (2015). The Museum Experience: Mapping the Experience of Fine Art. Curator: The Museum Journal, 58(2), 169–193.

Koffka, K. (1935). Principles of Gestalt Psychology. Kegan Paul, Trench, Trubner & Co.Ltd. Kotler, N. G., Kotler, P., & Kotler, W. I. (2008). Museum Marketing and Srategy: Designing Missions, Building Audiences, Generating Revenue and Resources (second). Josey Bass A wiley Imprint.

Kreitman, N. (2011). Intrinsic Aesthetic Value Revisited. Metaphiloshophy, 42(4), 470–478.

Krishna, A. (2010). Sensory Marketing: Research on the Sensuality of Products. Routledge.

Kubovy, M. (2000). Visual Aesthetics. In Encyclopedia of Psychology (pp. 188–193). Oxford University Press.

Kulka, T. (1981). The Artistic and The Aesthetic Value of Art. British Journal of Aesthetics, 21(4), 336–350.

Lavie, T., & Tractinsky, N. (2004). Assessing Dimensions of Perceived Visual Aesthetics of Web Sites. International Journal of Human Computer Studies, 60(3), 269–298.

Law, K. S., Wong, C. S., & Mobley, W. H. (1998). Toward a Taxonomy of Multidimensional Constructs. Academy of Management Review, 23(4), 741–755.

Leder, H., Belke, B., Oeberst, A., & Augustin, D. (2004). A model of Aesthetic Appreciation and Aesthetic Judgments. British Journal of Psychology, 95(4), 489–508.

Levy, S. J., & Czepiel, J. (1999). Brands, Consumers, Symbols, and Research: Sidney J. Levy on Marketing (pp. 84–102). SAGE Publications, Inc.

Mackenzie, S. B., Podsakoff, P. M., & Podsakoff, N. P. (2011). Construct Measurement and Validation Procedures in MIS and Behavioral Research : Integrating New and Existing Techniques. MIS Quarterly, 35(2), 293–334.

Marković, S. (2012). Components of Aesthetic Experience: Aesthetic Fascination, Aesthetic Appraisal, and Aesthetic Emotion. I-Perception, 3(1), 1–17.

Mathwick, C., Malhotra, N., & Rigdon, E. (2001). Experiential Value: Conceptualization, Measurement and Application in the Catalog and Internet Shopping Environtment. Journal of Retailing, 77, 39–56.

Mattila, A. S., & Wirtz, J. (2001). Congruency of Scent and Music as a Driver of In-Store Evaluations and Behavior. Journal of Retailing, 77(2), 273–289.

McGregor, R. (1974). Art and the Aesthetic. The Journal of Aesthetics and Art Criticism, 32(4), 549–559.

Newman, G. E., & Bloom, P. (2012). Art and Authenticity: The Importance of Originals in Judgments of Value. Journal of Experimental Psychology: General, 141(3), 558–569.

Nuttavuthisit, K. (2014). How Consumers as Aesthetic Subjects Co-Create the Aesthetic Experience of the Retail Environment. Journal of Retailing and Consumer Services, 21(4), 432–437.

Pandža Bajs, I. (2015). Tourist Perceived Value, Relationship to Satisfaction, and Behavioral Intentions: The Example of the Croatian Tourist Destination Dubrovnik. Journal of Travel Research, 54(1), 122–134.

Pine, J., & Gilmore, J. H. (2011). Experience Economy. Harvard Business Review Press.

Purnomo, B. R., & Kristiansen, S. (2018). Economic Reasoning and Creative Industries Progress. Creative Industries Journal, 11(1), 3–21.

Radbourne, J., Glow, H., & Johanson, K. (2010). Measuring the Intrinsic Benefits of Arts Attendance. Cultural Trends, 19(4), 307–324.

Reber, R., Schwarz, N., & Winkielman, P. (2004). Processing Fluency and Aesthetic Pleasure: Is Beauty in the Perceiver’s Processing Experience? Personality and Social Psychology Review, 8(4), 364–382.

Rentschler, R. (2002). Museum and performing Arts Marketing: The Age of Discovery. The Journal of Arts Management, Law, and Society, 32(1), 7–14.

Rentschler, R., & Gilmore, A. (2002). Museums: Discovering Services marketing. International Journal of Arts Management, 5(1), 62–72.

Russell, P. A., & Milne, S. (1997). Meaningfulness and Hedonic Value of Paintings: Effects of Titles. Empirical Studies of the Arts, 15(1), 61–73.

Russell, P. A. (2003). Effort After Meaning and the Hedonic Value of Paintings. British Journal of Psychology, 94(1), 99–110.

Ryu, K., Lee, H.-R., & Kim, W. G. (2012). The Influence of the Quality of the Physical Environment, Food, and Service on Restaurant Image, Customer Perceived Value, Customer Satisfaction, and Behavioral Intentions Kisang. International Journal of Contemporary Hospitality Management, 24(2), 200–223.

Sánchez-Fernández, R., Gallarza, M. G., & Arteaga, F. (2020). Adding Dynamicity to Consumer Value Dimensions: An Exploratory Approach to Intrinsic Values and Value Outcomes in the Hotel Industry. International Journal of Contemporary Hospitality Management, 32(2), 853–870.

Sánchez-Fernández, R., Iniesta-Bonillo, M. Á., & Holbrook, M. B. (2009). The Conceptualisation and Measurement of Consumer Value in Services. International Journal of Market Research, 51(1), 93–113.

Scherer, K. R. (2005). What Are Emotions? and How Can They be Measured? Social Science Information, 44(4), 695–729.

Schiuma, G. (2011). The Value of Arts for Business. In The Value of Arts for Business. Cambridge University Press.

Schmitt, B., & Simonson, A. (1997). Marketing Aesthetics. The Free Press.

Shimmamura, A. P. (2012). Toward a Science of Aesthetics: Issues and Ideas. In A. P. Shimmamura & S. E. Palmer (Eds.), Aesthetic Science: Connecting Minds, Brain and Experience (pp. 3–28). Oxford University Press.

Silvia, P. J. (2005). Emotional Responses to Art: From Collation and Arousal to Cognition and Emotion. Review of General Psychology, 9(4), 342–357.

Solso, R. L. (1997). Cognition and Visual Arts. In MIT Press. The MIT Press.

Stecker, R. (2012). Artistic Value Defended. Journal of Aesthetics and Art Criticism, 70(4), 355–362.

Suminar, L., Setiawan, B., & Nugrahandika, W. H. (2017). Pemanfaatan Galeri Seni Sebagai Ruang Publik di Yogyakarta. Temu Ilmiah IPLBI, E001–E006.

Swilley, E. (2012). Aesthetic Technology: Scale Development and Measurement. International Journal of Technology Marketing, 7(3), 324–341.

Tatarkiewicz, W. (1970). History of Aesthetics. Mouton. Townsend, D. (1997). An Introduction to Aesthetics. Wiley.

Venkatesh, A., & Meamber, L. A. (2006). Arts and Aesthetics: Marketing and Cultural Production. Marketing Theory, 6(1), 11–39.

Veryzer, R. (1993). Aesthetic Response and the Influence of Design Principles on Product Preferences. Advances in Consumer Research, 20(1), 224–228.

Wagner, J. (1999a). A Model of Aesthetic Value in the Servicescape. In Handbook of Services Marketing and Management (pp. 69–88). SAGE Publications, Inc.

Wagner, J. (1999b). Aesthetic Value: Beauty in Art and Fashion. In M. B. Holbrook (Ed.), Consumer Value: A Framework for Analysis and Research (pp. 126–146). Routledge.

Wang, Y. J., Cruthirds, K. W., Axinn, C. N., & Guo, C. (2013). In Search of Aesthetics in Consumer Marketing: An Examination of Aesthetic Stimuli from the Philosophy of Art and the Psychology of Art. Academy of Marketing Studies Journal, 17(2), 37–56.

White, D. A. (1996). “It’s Working Beautifully!” Philosophical Reflection on Aesthetic and Organization Theory. Organization, 3(2), 195–208.

Willems, K., Leroi-Werelds, S., & Swinnen, G. (2016). The Impact of Customer Value Types on Customer Outcomes for Different Retail Formats. Journal of Service Management, 27(4), 1–5.

Woodruff, R. B. (1997). Customer Value: The Next Source for Competitive Advantage. Journal of the Academy of Marketing Science, 25(3), 256–256.

Wu, C. H. J., & Liang, R. D. (2009). Effect of Experiential Value on Customer Satisfaction with Service Encounters in Luxury-Hotel Restaurants. International Journal of Hospitality Management, 28(4), 586–593.