Possession and Access: Consumer Desires and Value Perceptions Regarding Contemporary Art Collection and Exhibit Visits

This research develops a multilevel and multifaceted perspective on art consumption behavior by separating consumption modes from the consumption products (artworks), by comparing possession (collection) with access (exhibit visits), and by distinguishing desire from value. The findings challenge the presupposition that possession is the ultimate expression of consumer desire and illustrate that contemporary art collectors and visitors choose collection or visits based on different desires. While artwork is perceived similarly, collection and visits have different impact on consumers' perception of value. The findings confirm, extend, and challenge previous research on desire, value, possession, and experiential approach.