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Colors, Emotions, and the Auction Value of Paintings

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  • Ma, Marshall (Xiaoyin)

    (Tilburg University, School of Economics and Management)

  • Noussair, Charles

    (Tilburg University, School of Economics and Management)

  • Renneboog, Luc

    (Tilburg University, School of Economics and Management)

Abstract

We study pricing in the art auction market, focusing on the impact of color composition in non-figurative paintings on hammer prices and willingness-to-pay, by means of both field and laboratory data. Our field data, consisting of art auction prices, reveal a color hierarchy reflected in hammer prices: a one standard deviation increase in the percentage of blue (red) hue triggers a premium of 10.63% (4.20%). We conducted laboratory experiments in the US, China, and Europe, and elicited participants’ willingness-to-pay and measured emotions. We find that blue and red paintings command a premium: blue (red) paintings generate 18.57% (17.28%) higher bids. Color influences prices through the channel of emotional pleasure rather than arousal. Our results are consistent across all three cultures and independent of individual traits such as gender, risk aversion, education and cultural background.
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Suggested Citation

  • Ma, Marshall (Xiaoyin) & Noussair, Charles & Renneboog, Luc, 2019. "Colors, Emotions, and the Auction Value of Paintings," Other publications TiSEM b628fa65-83cf-41c8-b321-d, Tilburg University, School of Economics and Management.
    • Handle: RePEc:tiu:tiutis:b628fa65-83cf-41c8-b321-df2fb89f3ebd
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    Cited by:

    1. Régis Blazy & Marie Blum, 2022. "Horizontal and vertical differentiation in comic art auctions," Economic Inquiry, Western Economic Association International, vol. 60(3), pages 1382-1415, July.
    2. William N Goetzmann & Christophe Spaenjers & Stijn Van Nieuwerburgh, 2021. "Real and Private-Value Assets [Gendered prices]," The Review of Financial Studies, Society for Financial Studies, vol. 34(8), pages 3497-3526.
    3. Mathieu Aubry & Roman Kräussl & Gustavo Manso & Christophe Spaenjers, 2023. "Biased Auctioneers," Journal of Finance, American Finance Association, vol. 78(2), pages 795-833, April.
    4. Garay, Urbi & Pérez, Eduardo & Pulga, Fredy, 2022. "Color intensity variations and art prices: An examination of Latin American art," Journal of Business Research, Elsevier, vol. 147(C), pages 158-176.
    5. Dor Morag & George Loewenstein, 2023. "Narratives and Valuations," CESifo Working Paper Series 10714, CESifo.
    6. Jaehyuk Choi & Lan Ju & Jian Li & Zhiyong Tu, 2023. "Information extraction and artwork pricing," Papers 2302.08167, arXiv.org.
    7. Charles A. Holt & Sean P. Sullivan, 2023. "Permutation tests for experimental data," Experimental Economics, Springer;Economic Science Association, vol. 26(4), pages 775-812, September.

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    More about this item

    JEL classification:

    • C91 - Mathematical and Quantitative Methods - - Design of Experiments - - - Laboratory, Individual Behavior
    • D44 - Microeconomics - - Market Structure, Pricing, and Design - - - Auctions
    • G20 - Financial Economics - - Financial Institutions and Services - - - General
    • G11 - Financial Economics - - General Financial Markets - - - Portfolio Choice; Investment Decisions
    • Z11 - Other Special Topics - - Cultural Economics - - - Economics of the Arts and Literature

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