Abstract

This paper explores how individuals perceive art and its impact, and what implications these perceptions have for the art sector. Much previous research into the impact of art has been based on perspectives of art and impact implicit in government policies. This paper posits that to increase demand for art activities, a greater understanding of individuals’ perspectives of these two concepts is necessary. The paper reports findings of a three year research project into the impact of art based on the perception of the individual. Findings highlight three key areas: first, it is not the art product, but creativity or the creative process that results in impact; second, that individuals are autonomous in the creation of art experiences and the resultant impact; and third that there is a link between the motivation to have an art experience and the perceived potential impact.