When it comes to art, men and women show huge differences, according to a new study.
Research at the Michigan State University found that men mostly looked into the background and authenticity of the artist as opposed to women who concentrated more on the art piece.
This is the first study to look at how important an artist's "brand" is to average consumers when they judge art. The researchers found that a personal brand is extremely important in the $64 billion art market.
"All consumers in the study, but especially men, evaluated art with a strong emphasis on how motivated and passionate the artist was. So if you're an artist or if you're managing an artist, developing that human brand - getting the message across that you're authentic - becomes essential," Stephanie Mangus, assistant professor in MSU's Broad College of Business, said in a news release.
For the study, the researchers asked 518 people to view two unfamiliar paintings with made-up biographies of the artist. Researchers randomly assigned the biographies to participants. The biographies characterized the artist as either authentic (i.e. a lifelong painter who creates unique pieces) or as an ordinary painter who took up the craft only recently.
The findings of the study showed that the men were significantly more likely to use the artist's brand as a deciding factor and women paid more attention to the artwork itself. "Women are more willing to go through a complicated process of actually evaluating the artwork ... whereas men may say, 'This guy's a great artist, so I'll buy his art,'" said Mangus.
The findings might be helpful in providing insight for other businesses in which creators and/or designers are highly involved and visible, according to the press release.
"While designers and chefs oftentimes operate in the background, this research suggests that more emphatically communicating their passion and commitment to their craft could significantly benefit that brand's image and sales," the study reads.
The findings are published in the journal Psychology & Marketing.
