奇速英语

女人和男人评价艺术作品的角度不同

Men and women have very different reactions when they look at art. Researchers say that women appreciate art far more. Men on the other hand, focus more on the artist’s background and authenticity.

Researchers made 518 people look at two unfamiliar paintings with made-up biographies of the artist. Some participants read a bio that characterized the artist as authentic（真实的）– in other words, a lifelong painter who creates unique work. Others read a bio that characterized the artist as an ordinary painter who took up the craft only recently. 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（评价）art. Women also took the artist’s authenticity into account, but a bigger factor for them was the artwork itself. “Women are more willing to go through a complicated process of actually evaluating the artwork,” the study said, “whereas men may say, ‘This guy is a great artist, so I’ll buy his art’.”

While the art market has grown steadily for the past 10 years, there’s a lack of research on how consumers are actually determining the worth of artwork. Knowing that the artists brand plays a major role in consumers’ evaluation may help art dealers better set their prices.

The findings can also help consumers make decisions on which art they buy. “For the average person trying to purchase art, knowing something about the artist – and knowing that the artist is authentic – can reduce the risk of buying a worthless piece,” the study said.

The findings likely extend to other product industries in which a creator is highly involved and visible. These include the clothing, shoe, jewelry and restaurant and food industries. “While designers and chefs operate in the background, communicating their passion and commitment（承诺）to their craft could significantly benefit that brand’s image and sales,” the study says.