The Effects of Signs on Unwanted Touching of Museum Displays

Abstract

Museums struggle with the issue of visitors touching the artworks without consent, sometimes causing extensive damage. Although this is an important issue, no known empirical data on the frequency of touching art pieces or how to decrease such damaging behavior exist in the peer reviewed literature. An alternating treatments design was employed to test three sign conditions: a directive sign indicating a direct message, a rationale sign telling visitors why they should not touch the display, and a rationale plus graphic sign (i.e., addition of a supporting visual). These sign conditions were tested against a baseline condition of no sign. An observing response component of a double-sided sign directed visitors to move around the sign to see the message on the back, increasing the chances that visitors read and complied with the sign. Results indicated that the signs were effective in decreasing touching but there were no significant differences between the three intervention conditions. Those visitors who engaged in the observing response showed zero rates of touching. Results are discussed in terms of antecedent control of behavior, and the further application of behavioral science to understudied areas.