Colluding With Creativity

CASE STUDY 3.1 - COLLUDING WITH CREATIVITY:THE EXPERIENCE OF AUCKLAND THEATRE COMPANY

1. Discuss how the experience of ATC relates to Maslow's hierarchy of needs

Maslow's Hierarchy of human needs claims that people move through five stages of human need, from physiological to self-actualisation. Once one stage of need is attained, a new need emerges and people begin to strive for another goal. However, there is some overlap between the stages, as a person may have different needs occurring at one time.

This theory can be applied to consumer goods and services and used to interpret how they each satisfy a consumer's different level of need.

When applying Maslow's hierarchy of needs to an ATC production a consumer must have:

a) Met his physiological needs and has undertaken to meet the remaining four needs.

In order to begin climbing the hierarchy, a consumer's physiological needs must not be unsatisfied. If these needs are satisfied, a consumer will seek to address emerging needs including safety needs, social needs, ego needs and self-actualisation.

b) Attached the appropriate significance to an ATC production.

An ATC production will meet three of the five stages of human need (social needs, ego needs and self-actualisation) if the consumer has attached the appropriate significance to the production. For example, a production will only meet a social need if the consumer expects a degree of interaction with peers to occur at the production, and it will only meet an ego need if the consumer attaches prestige and status to the theatre.

If a consumer does not attach significant relevance to the attendance at a theatre production, he will not meet any of the needs in Maslow's hierarchy.

Assuming the consumer does consider an ATC production to be the epicentre of cultural and social significance, his needs will be met.

c) The ability to meet his physiological and safety needs at the production, despite having met them in other areas of his life.

While not meeting the physiological and security needs of an individual in a broader sense, an ATC production does provide the means for these needs to be met. For example, refreshments may be served to meet the thirst requirements of a consumer and a safe building will meet a consumer's need for security.

2. Bartle's explanation for why people attend ATC's productions is based on informal conversations with audience members, rather than formal motivational research. What benefits would Bartle gain from conducting motivational research with ATC consumers?

By conducting motivational research with ATC consumers, Bartle would:

a) Gain an insight into unconscious consumer motivations

Through motivational research, ATC may come to understand the subconscious significance consumers attach to theatrical symbols like the stage, the drawing of the curtains and the dimming of lights. An understanding of these symbols and consumer reaction to them may help form promotional campaigns appealing to specific emotions or reactions.

For example, motivational research may