LAUSR

This paper uses an interdisciplinary approach to address the issue of lack of public support for the arts. The paper utilizes an acquisition- and transaction-value approach from marketing and economic theory to identify 4 segments that vary in the degree to which members of each segment value and support the arts. Using system 1 and system 2 processing styles as discussed in management literature, as well as central and peripheral routes to persuasion as studied in psychology, the segments are examined in order to understand their potential information-processing styles. Last, using advertising and communication theories, the paper proposes the use of information and transformational communication strategies to create better persuasive communications that match the processing styles of targeted segments of undecided decision makers in order to garner greater public support for the arts.