From a Whisper to Art: How Gossiping Shapes Consumer Preferences for Art Offerings

ABSTRACT Experiencing art, whether by visiting museums, attending live performances, or listening to music, constitutes a considerable part of consumers' daily activities. However, little is known about what situational factors can influence consumer preferences for art offerings. This study identifies a ubiquitous social activity in people's mundane lives—gossiping—that can systematically shape consumers' art preferences. Seven studies (three supplementary) demonstrate that gossiping can ironically increase consumer preferences for high‐art (e.g., opera, classical music) over popular‐art (e.g., musical, pop music) offerings. This effect is supported by a within‐article meta‐analysis and a long‐term field data analysis. The authors also demonstrate that this effect occurs because gossiping induces a sense of tackiness in consumers, which subsequently drives compensatory preferences for more tasteful options. Moreover, the influence of gossip on high‐art preferences is mitigated for individuals who do not value aesthetics. Practically, this study provides marketers with novel insights into developing effective communication strategies for the marketing of art offerings.