Men and women look at art differently

People pay more attention to the artist’s background than to the artwork itself, new research shows. Men in particular consider the biography important. Scientists have discovered that people judge a work of art not only by its appearance, but are also strongly influenced by the artist’s background. Men especially are sensitive to the story of the person who made the work. Women pay more attention to the artwork itself.

Invented biographies

The scientists asked 518 people to look at two paintings and to read the accompanying biographies of the artist. The researchers had made up those biographies themselves. Some people read that the artist had painted all his life and created unique work. Others read that he was an ordinary artist who had only just started painting. Afterwards the participants were asked whether they would want to buy the artwork and how much they would be willing to pay for it. People who believed that the artist made authentic works said they were more likely to buy the painting and to pay more for it.

Gender difference

Men in particular proved sensitive to the artist’s background. While women also largely judged the artwork itself, men more often used the story about the artist as a decisive factor when evaluating the painting. “Women are more often willing to go through the complex process of really assessing the artwork. Men say ‘this is a good artist, so I’ll buy his work’,” the researchers said.

The scientists believe their conclusions also apply to other products where the maker matters, such as clothing, jewellery and restaurants. “Although designers and chefs often stay in the background, this research suggests that a brand’s image and sales figures may benefit from communicating their passion and dedication,” the researchers say.

Sources: Psychology & Marketing, Michigan State University via EurekAlert!