Given finite amounts of time for leisure activities and a consuming public that continues to feel time pressured, what drives attendance at arts performances? This study builds on existing arts research and its use of demographic characteristics by considering the psychological motives of theater patrons. Six potential motives of performing arts attendees are identified, and their relationship with demographic characteristics and behavioral outcomes are assessed. Data were obtained from a midwestern U.S. performing arts center; the sample was drawn from spectators at three different performances. Analysis of variance and t-test results indicate significant relationships between certain motivations and patronage variables such as years of attendance, number of performances attended, and time frame for planning to attend future events. Similarly, significant differences in motivation were found by gender, age, income, and education level, suggesting that attendance could be enhanced by tailoring motive specific messages to each of these groups.
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