Instinctive Influence: An Exploration of the Influences of Opinion Leaders on Buyers of Original Fine Art

Abstract

Forty-eight emerging buyers of fine art sorted a forty-seven statement Q sample
representing motivations for purchasing contemporary, original,
two-dimensional art. The Q sample was developed from the academic
literature and from 17 in-depth interviews with opinion leaders. Two
factors emerged from the factor analysis of the 48 Q sorts. Factor A
participants look for meaning in art as it relates to them. Emerging
Factor A buyers embrace opportunities to meet an artist. Knowledge of
the artist's perspective broadens their understanding of the meaning of
the piece. These less-experienced buyers rely on trusted friends,
family, and colleagues to help them work through the process of making a
purchasing decision. Factor B sorters are more interested in context of
the art in their environment and in the larger art scene. Factor B
members tend to go outside their peer group when making a purchase
decision. Merely connecting with an interior designer, architect,
gallery representative, or source of aesthetic confidence, Factor B
individuals find the emotional support needed to help validate their
choice of art to be purchased.