Visit a museum? What's in it for me...?

What was most interesting was that millennials tended to overestimate the cost of the ticket by a significant margin. One of the suggestions in the presentation is obviously to find a more effective way to communicate the pricing.

No one likes to be disappointed. Be it an overcooked egg in your breakfast, missing out on a great deal, or Lady Gaga’s latest single (ok, maybe that one’s more just me). But how can disappointment factor into your decision to do something before you’ve even tried it?

The research cited in this post suggests two key considerations (among others, of course) often at work for millennials deciding whether to attend a cultural exhibition or show:

The two thought processes seem, to me, to be linked. If you’re already doubting whether a show is for you, might you not naturally be more inclined to ‘decide’ that it’s too expensive for you anyway, despite not actually knowing how much it costs? 

While communicating ticket prices more clearly is an easy way of allaying one of these concerns, museums and galleries might need to think more meaningfully, not about how to attract certain audiences to their shows, but rather how to ensure they enjoy themselves once they’re there.

About Us

We are innovative storymakers and creative technologists devoted to visitor-first experiences.

We make audio tours, mobile apps, multimedia guides, podcasts, interactives, and superior story-driven content for the museum and cultural sector.

UK Office

The Office Group
20 Eastbourne Terrace
London W2 6LG
United Kingdom
+44 (0)20 3365 8600

US Office

15 River Road, Suite 15B
Wilton, CT 06897
Tel: (203) 523-0320
Fax: (203) 354 5519
© 2021 Antenna International All rights reserved.
Our Podcast, Above the Fog. Listen Now
English 中文 Italiano Français Deutsch España Polski België