The paper deals with shifts in outdoor cultural consumption in Slovakia and explores the presence of the so called “Lipstick effect” related to the hedonic consumption in times of economic downturns. Based on the two-stage primary research we analyse the attendance at cultural events (visit to theatre, cinema, concert, opera, ballet, dance, exhibition, vernissage and others) during the pre-crisis and crisis period in view of contrasting perspectives. The results of our research suggest that the outdoor cultural consumption, however being a deferrable need, is not necessarily abandoned in times of economic downturns. On the contrary, it may be sustained or even enhanced during recessionary periods. Our research identified the predominance of psychological aspects over economic factors within arts participation with an increased role of emotional drivers during the recession. Although, the outdoor cultural consumption tends to be sustainable even in times of crisis, the consumption patterns are modified with regard to the intensity of participation and the spending on attended cultural events. Based on our findings we conclude that the outdoor cultural consumption in Slovakia had the Lipstick effect during the global economic crisis.
School of Management /City University of Seattle in Trenčín, Panónska cesta 17, 851 04 Bratislava, Slovak Republic
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