Contemporary Museum Culture and Consumer Behaviour

This paper focuses on consumer behaviour at contemporary museums. It explores the concept of postmodern consumer society in relation to the individual and the 'popularisation' of museums. The paper then draws upon findings from a grounded theory study of consumer behaviour at contemporary museums and heritage attractions. It proposes that there are three identifiable types of behaviour based around differences in cultural identification, perceptions of self, the desire for authenticity, nostalgic reactions, and social motivations.