Blacks and Art Activities: A Phenomenological Study of Black Consumers

Blacks and Art Activities: A Phenomenological Study of Black Consumers

Author: 
Latrice D. Lyons
Program of study: 
D.B.A.
Abstract: 
The research objective was to understand the reasons Black consumers attend art activities at a low rate, by using social learning theory and its elements to assist with understanding the behavior of Black consumers. The qualitative phenomenological research study explored the lived experience of Black consumers, and their association with art activities. Eleven themes emerged from the participants’ interview responses to the study on reasons they believed Black consumers attend the arts at a low rate, exposure, learned behavior, education, family, culture, interest, music-related, performance type/performers, association, cost, and communication. What was inferred was, consumers’ behavior can be led by previous actions, and things observed throughout life. In addition, behavior can be learned, and adjusted based on what individuals observe from others, and personal circumstances, each relating to social learning.
Dedication: 
This study is dedicated to my family and friends who have supported me throughout my education and career. I dedicate this study to my mother, Delores Clark, who has supported me, set aside her personal goals to embrace mine, and constantly encouraged me when times became difficult. I dedicate this study to my father, Alphonso Clark, for pushing me. I dedicate this study to my twin sister Patrice Lyons, for supporting me, challenging me, and telling me the truth when I needed the truth. I dedicate this study to my brothers Levert Lyons and Alphonso Clark, and my sister-inlaw Kelley Lyons who each supported me from day one, and continued to encourage me. This study is dedicated to my lifelong mentor Rhona Justice- Malloy who has encouraged me since my undergraduate studies, and taught me the real meaning of the arts. Finally, I dedicate this study to my nieces and nephews for allowing me to be a part-time aunt while on this journey. I love you all, appreciate your patience, and love throughout this journey.
Acknowledgements: 
I first acknowledge and thank God for blessing me with the will to constantly strive for something greater. I thank you God for giving me the day-to-day strength to overcome my obstacles and for giving me the positive mindset to move forward. Thank you God for loving me. My family deserves recognition and gratitude for this research; they showed a lot of patience while I furthered my education. Without your support and love, this would not be possible. I love you all, and thank you for believing in me. Thank you to my Chair Dr. Anshila DeClouette (Dr. Anne), who offered constructive feedback to help me grow, and always offer positive reinforcement. Dr. Anne, thank you for allowing me to go through my obstacles, but always sticking with me. Thank you to my committee member, Dr. Tina Chapman, for being tough on me and being there for me from the beginning. Thank you to my committee member, Dr. Shawn Richmond for your assistance, and stepping aboard when I needed someone the most. Thank you to my family, friends, and associates who have come into my life to inspire me to conduct research on such an excellent subject. Although this was a long and tough journey, the reward for working hard is so much greater, and I am completely grateful.