Women appreciate art more than men

The sexes have very different reactions when they look at art, researchers have found.

They say that in fact, 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 characterised the artist as authentic -- in other words, a lifelong painter who creates unique work.

Others read a bio that characterised the artist as an ordinary painter who took up the craft only recently. When the artist was characterised as authentic, participants had a much more favourable 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.

The Michigan State University study, which appears in the journal Psychology & Marketing, is the first to investigate how important an artist's 'brand' is to average consumers when they appraise art.

“All consumers in the study, but especially men, evaluated art with a strong emphasis on how motivated and passionate the artist was,” said Stephanie Mangus, who led the research.

Mangus and her fellow researchers had 518 people look at two unfamiliar paintings with made-up biographies of the artist.

The research could have major implications for the $64 billion art market and other product industries such as food and fashion.