Mia Stokmans

Background

About Mia Stokmans

Mia Stokmans is Associate Professor of Marketing and Marketing Research in the cultural domains at Tilburg University, department of language and cultural studies. Her current research topic regards consumer behavior in the arts in which a sociological, economic, and psychological perspective is combined. These multidisciplinary insights are combined in a framework, the MAO-model op audience development that is investigated in very different cultural domains (music, theater, museums, film, and reading). At this moment the model is extended with the impact of social interaction on participating in the arts. The model is useful in market segmentation studies as well as strategic marketing. Special interest goes to leisure time reading. At this moment a book about reading stories and reading promotion is being prepared. The aim of the book is to provide guidelines for reading promotion. In the propose model three types of readers are recognized. Firstly, those who do not read. Those people probable lack a positive reading experiences. The first job in promoting reading is to provide positive key experiences, so one can experience the hedonic value of reading. Secondly, those who read every now and then. Those persons experience barriers to read more often. A lot of these barriers can be overcome by participating in a social network about reading stories. One can discuss stories and inspire one another to read more. In my opinion, libraries have the facilities to stimulate and manage these social networks. The last type of readers are the frequent readers. Those need no help from external institutions, since they have already their social networks to find interesting books and discuss reading experiences. However, one can provide then with proper information about book supply and book event. Moreover, these readers can be asked to participate actively in digital platform to recommend books and stories and to share their reading experiences.