Equity in cultural consumption: Two essays examining the role of cultural consumption in promoting consumer equity

Abstract

Cultural consumption is a vital domain of consumer behavior, deeply tied to identity formation, psychological well-being, and marketplace inclusion. As cultural products increasingly transform consumer life, questions arise about equitable access, consumer motivations, and the role of cultural offerings in alleviating social and financial stress. This dissertation addresses these issues through two empirical essays. Essay 1 examines two primary motivations for online cultural consumption and demonstrates the uplifting effect of an education-oriented goal in promoting such engagement. Findings show that educational goal framing significantly increases participation interest among consumers with lower perceived social status, supporting efforts to foster a more inclusive cultural landscape. Essay 2 investigates the role of arts and culture in the lives of consumers experiencing sudden income loss. Drawing on two waves of nationally representative survey data, the analysis reveals that cultural engagement can buffer the negative psychological effects of income shocks. Together, these two essays offer new insights into the intersection of cultural consumption and social equity, with implications for marketing strategies and public policy aimed at enhancing access to cultural goods during disruptive times.