A gathering at Los Angeles's Kirk Douglas Theatre to dicuss the findings of the Triple Play study of new-play audiences. (Photo by Victoria Bailey)

The Science of Mattering: How to Gauge Theatre’s Impact

In the middle part of the last century, the nation’s big advertising firms started hiring behavioral experts with Ph.D.s in psychology under the assumption that advertising might be more effective if the firms knew something about what made consumers tick. While they may have been looking for concrete answers, what they found instead was that buyer behavior changes as fast as the tides.

Désirez-vous être averti de nos nouvelles lectures ? Inscrivez-vous ici