Personality and interest in the visual arts

What is it about?

This paper explores the relationship between personality and interest in the visual arts in a sample of Moroccan workers, using an online survey. Results indicate that interest in the visual arts is associated with the personality traits of openness and sensation seeking, even after controlling for income and education. Practically, this study suggests that to increase consumption of visual arts products or experiences, arts marketers should focus on the personality traits of openness and sensation seeking rather than the demographic variables of income and education

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Why is it important?

Results extend conclusions about openness and interest in the visual arts to a non-student sample and extend the importance of sensation seeking to visual art interests as opposed to visual art preferences and art judgment. This study also represents the first empirical examination of interest in the arts in Morocco