Consumer Expertise, Sacralization, and Event Attendance: A Conceptual Framework

In recent years, performing arts events (e.g., classical or jazz concerts, operas, plays, musicals, and ballets) have witnessed a considerable reduction in attendance. According to the National Endowment for the Arts (NEA), some of these events have even demonstrated double-digit declines in the last couple of years. However, a recent study by the NEA reveals that consumers who are committed supporters of classical and literary events attend performing arts events at significantly higher rates than others. This suggests that latent consumer expertise among patrons is related to attendance intentions. While past studies have examined consumer expertise or behavioral intentions in diverse contexts such as sporting events and shopping behavior, this paper extends research on consumer expertise and performing arts events to explore why consumer experts form intentions to attend performing arts events. Based on a review of relevant literature streams, three consumer expertise dimensions (cognitive abilities, category enthusiasm, and category knowledge) are delineated. Further, drawing from the theory of planned behavior and sacralization of consumption, a conceptual framework is developed by integrating dimensions of consumer expertise, sacralization, and event attendance intentions.