Picture of Open Access badges

Discover Open Access research at Strathprints

It's International Open Access Week, 24-30 October 2016. This year's theme is "Open in Action" and is all about taking meaningful steps towards opening up research and scholarship. The Strathprints institutional repository is a digital archive of University of Strathclyde research outputs. Explore recent world leading Open Access research content by University of Strathclyde researchers and see how Strathclyde researchers are committing to putting "Open in Action".


Image: h_pampel, CC-BY

Cultural consumption, interactive sociality and the museum

Jafari, Aliakbar and Taheri, Babak and vom Lehn, Dirk (2013) Cultural consumption, interactive sociality and the museum. Journal of Marketing Management, n/a (n/a). n/a. ISSN 0267-257X

Full text not available in this repository. (Request a copy from the Strathclyde author)


Within marketing and consumer behaviour research, museums have been generally conceptualised as public consumption spaces where visitors benefit from a variety of affective, recreational, and cognitive experiences. As such, the social context has been largely subordinated to enhancing visitors’ cultural consumption experience in the physical environment of the museum. Our study takes a reverse path by highlighting how the cultural consumption experience in the museum nourishes ‘interactive sociality’ both inside and outside the museum. The analysis of our qualitative data (interpretive individual and group interviews and non-participatory observations) on Kelvingrove Museum and Art Gallery in Glasgow (UK) imply that by leveraging interactive sociality, managers can enhance the museum’s value proposition and societal worth in contemporary society. The paper critiques museum studies’ over-reliance on (social) psychology theories and demonstrates the value of adopting alternative (socio-cultural) approaches to the advancement of theory in the field. It provides evidence for the fact that cultural consumers’ interaction with(in) the organisation is not confined to the physical boundaries of a given context. People extend their varying experiences and sensibilities to other domains beyond the museum walls.