Information presentation format preferences of art museum visitors

Behavioral differences between infrequent and frequent art museum visitors, in the absence of demographic differences, suggest the need to investigate information presentation format styles. Four formats were tested in the present study. Results indicate that infrequent and frequent visitors do prefer different formats. Implications of the obtained results for exhibit labels and broader consumer research are discussed.This study was part of a larger study conducted in partial fulfillment of the requirements for a Master of Science in Psychology from the University of Wyoming.The author wishes to thank Roseanne Foti and Phil Bobko for their help in reading earlier versions of this paper.