ART LENDING: THE INFLUENCE OF ART RENTAL COMPANIES ON CONSUMPTION BEHAVIOUR OF PRIVATE CONSUMERS IN THE NETHERLANDS

This thesis is focussed on the influence that art lending companies have on the consumption behaviour of private consumers in the Netherlands. This was examined through a mixed methods research. In a qualitative interview representatives of art lending companies were asked about their expertise on their customers, this sample also provided numbers on their company for a market research. Besides the interviews, a quantitative survey was distributed amongst the customers of one of the examined companies. The main research question: ‘To what extent do contemporary art lending companies impact the consumption behaviour of private art consumers in the Netherlands?’ is looked at from four different angles. Firstly, the structure of the art market was examined. It turned out that art lending companies identify themselves most through accessibility and exchangeability. They act as intermediaries by determining which art their customers can lend. Secondly, the main motivations to lend art were researched. Customers decided to lend in order to find art that fits with their taste and their style. Another important reason is that customers can swap their art, which grants hem the opportunity to test the art before they would eventually purchase it. Thirdly, the motivations to purchase art were looked at, customers decided to purchase art when they either have a deep connection with the work, which can be related to an aesthetic connection, or they have a financial motivation to purchase, due to the credit model of lending companies. Fourthly the influence of art lending on ownership were studied, art lending companies give their customer the experience to feel psychological ownership without having the actual property rights. From this research it can be concluded that the influence that art lending companies have on private consumption is mostly found within the flexibility and accessibility that they offer. The companies have a low entrance barrier, while at the same time offering the opportunity to lenders to educate themselves. Art lending creates a way to lower search costs through consuming while learning. Therefore, art lending creates an easy way for art lovers to enter the art market.