Consumer motivations in Italian Tattoo Exhibitions. The role of materialism

This paper examines the tattooing phenomenon approaching it from a consumer perspective. Two important dimensions of tattooing consumer behavior are assumed: a more product-related dimension (i.e., more related to the physical product-tattoo), and a more experiential dimension, related to the participation to tattoo-related events (i.e., exhibitions).The study embraces a text analysis approach. First, the product-related dimension of tattooing is investigated, addressing the role of materialism on tattooing decisions; then, the experiential dimension of tattooing is examined, by applying the push/pull factor motivation framework to the context of tattoo exhibitions.Results show that the materialistic component in tattoo consumption is preponderant. On the other hand, visitors’ motivation analysis in tattoo exhibitions shows an equal importance of both inner visitors’ motivations, and motivations related to event features.Results underline the need, for tattoo retailers, to carefully consider the commercial nature of tattoo. With respect to tattoo exhibitions, it is very likely that, the coexistence (i.e., instead of a clear-cut predominance of a factor category) of push and pull factors has important implications in devising and managing such events.The study offers an investigation of a still under researched topic like tattoo consumption, approaching it from a text analysis perspective. Within this context, the study also offers an original application of the push/pull framework, to the context of exhibitions

کلیدواژه ها:

tattooing ، consumer behavior ، push/pull factors ، text analysis