nep-cul New Economics Papers
on Cultural Economics
Issue of 2023‒10‒23
three papers chosen by
Roberto Zanola, Università degli Studi del Piemonte Orientale

  1. Is luxury geeky? Exploratory study of brand appropriation of subcultural symbols By Marine Boyaval; Arnaud Delannoy; Olivier Nicolas; Alexandre Tiercelin; Marion Garnier
  2. Designing Effective Music Excerpts By Emaad Manzoor; Nikhil Malik
  3. A Matter of Taste: The Negative Welfare Effect of Expert Judgments By Nicolas Lagios; Pierre-Guillaume Méon

  1. By: Marine Boyaval (University of Lille, LUMEN - Lille University Management Lab - ULR 4999 - Université de Lille); Arnaud Delannoy (Métis Lab EM Normandie - EM Normandie - École de Management de Normandie); Olivier Nicolas (IAE Lille - Institut d'Administration des Entreprises - Lille - Université de Lille, Sciences et Technologies); Alexandre Tiercelin (NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université); Marion Garnier (ESC Grenoble - Ecole Supérieure de Commerce de Grenoble - EESC-GEM Grenoble Ecole de Management)
    Abstract: Subcultures are likely to follow or undergo a cycle leading to their appropriation by the mainstream and their commodification (Goulding and Saren, 2007; Arsel and Thompson, 2010). As part of this communication, we try to understand how members of a subculture react to the appropriation of their symbols by a market and brands that are at first sight incongruent with the subculture. We are particularly interested in the case of the appropriation of symbols of the geek subculture by luxury brands, by offering a reading of the trajectories of several members of this culture vis-à-vis this symbolic appropriation.
    Abstract: Les sous-cultures sont susceptibles de suivre ou subir un cycle menant à leur appropriation par le mainstream et à leur marchandisation (Goulding et Saren, 2007 ; Arsel et Thompson, 2010). Dans le cadre de cette communication, nous tentons de comprendre comment les membres d'une sous-culture réagissent à l'appropriation de leurs symboles par un marché et des marques à première vue non-congruentes avec la sous-culture. Nous nous intéressons plus particulièrement au cas de l'appropriation de symboles de la sous-culture geek par des marques de luxe, en proposant une lecture des trajectoires de plusieurs membres de cette culture vis-à-vis de cette appropriation symbolique.
    Keywords: Sous culture de consommation, geek, luxe, publicité
    Date: 2022–11–17
  2. By: Emaad Manzoor; Nikhil Malik
    Abstract: Excerpts are widely used to preview and promote musical works. Effective excerpts induce consumption of the source musical work and thus generate revenue. Yet, what makes an excerpt effective remains unexplored. We leverage a policy change by Apple that generates quasi-exogenous variation in the excerpts of songs in the iTunes Music Store to estimate that having a 60 second longer excerpt increases songs' unique monthly listeners by 5.4% on average, by 9.7% for lesser known songs, and by 11.1% for lesser known artists. This is comparable to the impact of being featured on the Spotify Global Top 50 playlist. We develop measures of musical repetition and unpredictability to examine information provision as a mechanism, and find that the demand-enhancing effect of longer excerpts is suppressed when they are repetitive, too predictable, or too unpredictable. Our findings support platforms' adoption of longer excerpts to improve content discovery and our measures can help inform excerpt selection in practice.
    Date: 2023–09
  3. By: Nicolas Lagios; Pierre-Guillaume Méon
    Abstract: Expert judgments may increase or decrease consumer welfare depending on experts’ ability to redirect consumers toward goods they enjoy. Leveraging the discontinuity created by the attribution of the Booker Prize, a leading literary award, we confirm that the prize attracts readers to consumption. We then investigate how it affects consumer surplus. We measure consumer ex post satisfaction from reading a book by the sentiment and the rating of the reviews posted on Amazon. We show that the Booker reduces satisfaction and that this negative effect is driven by a misalignment between the tastes of the jury and those of consumers. We quantify the associated loss in welfare by calibrating a structural model of demand. We find that the prize reduces consumer surplus by USD135, 000 annually, meaning that a consumer buying a Booker Prize-winning book experiences a loss in surplus of 4% of the average price of a book.
    Keywords: Awards; Prizes; Welfare; Sales; Experts; Books; Consumer Surplus
    JEL: D12 D83 L15 L82 Z11
    Date: 2023–09–30

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