Introduction The field of action of the spectator covers a broad range, from the simple act of buying a ticket to decoding and interpreting the performative text. Because of the live nature of theater, audience is of greater importance in theater as it is one of the few arts in which the spectator is part of the definition of the art in terms of the thematic and performative status; Furthermore, in modern societies, the consumption behaviors of individuals provide the basis for the formation of social identity. Consumption is based on perception and way of valuation and is consequently selective and derived from attitudes, values and tastes; it symbolizes the characteristics through which the individual is judged...