Subject. This article discusses the peculiarities of marketing tools application in the field of culture. Objectives. The article aims to analyze contextual factors influencing the perception of works of art. Methods. For the study, we used the general scientific research methods. Results. The article presents an author-developed structural and cognitive model of art perception, taking into account consumer's prior expectations, actions in the event of contradictions, and the possibility of reevaluating the understanding of art. Conclusions. The developed model can be used to design strategies for art marketing and segmenting consumers, considering the factors that influence the perception of art.
Keywords: art marketing, structural and cognitive model of consumer art perception, metacognitive reflection, self-transformation, emotions, harmony, cognitive development
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