Multiracial Identity and Art Consumption

Abstract

Compared to monoracials, multiracials appear (a) to be more concerned about acceptance within their select social groups and within society at large and (b) to have higher differentiation and uniqueness needs. Artworks help consumers successfully fulfill these needs, and multiracials are heavily dependent on artworks in their (racial) identity negotiations. In addition to these needs, familial background, school, and technical qualities of artworks serve as antecedents to artwork consumption. Multiracial identity influences artwork consumption both directly and indirectly. The indirect influence is mediated by social acceptability, group identification, and uniqueness needs. Artwork consumption serves multiracials in two ways: pleasure/escape and communication/identity negotiation.

Citation

Zolfagharian, M. and Jordan, A.T. (2007), "Multiracial Identity and Art Consumption", Belk, R.W. and Sherry, J.F. (Ed.) Consumer Culture Theory (Research in Consumer Behavior, Vol. 11), Emerald Group Publishing Limited, Leeds, pp. 343-367. https://doi.org/10.1016/S0885-2111(06)11014-5