Gender impacts art appraisals

Posted on October 13, 2014

The value given to a work of art may depend more on the gender of the appraiser than the beauty of the work, according to a new study.

Men seem to focus more on the artist’s background and authenticity, while women pay more attention to the art itself, says a Michigan State University marketing scholar.

All consumers in the study, but especially men, evaluated art with a strong emphasis on how motivated and passionate the artist was. When the artist was characterized as authentic, participants had a much more favorable impression of both the artist and the artwork. Participants indicated they were more willing to buy that artist’s painting and to pay a higher price for it. Men were much more likely to use the artist’s brand as a deciding factor when evaluating art.

This finding is consistent with prior research that indicates men tend to use factors that are known to them (in this case, the artist’s brand) when making a decision. Women also took the artist’s authenticity into account, but a bigger factor for them was the artwork itself. They are more willing to go through a complicated process of actually evaluating the artwork.

Click the link below to read the full article.

Source material from Psych Central

Mental Health News

  • Tempering the Mind

    newsthumbYou always hear the phrase "What doesn't kill you, makes you stronger" being thrown around, but what does it actually refer to? In this article, we ...

  • Waiting Constructively

    newsthumbWe've all had moments where we wait expectantly for some important news to arrive, but sometimes it never does. When all we can do is sit and wait, ...

  • The Family That Dines Together, Stays Together

    newsthumbFor many busy families, getting everyone to sit down at the table together for dinner can seem like an impossible task. However, family dinners can ...