Abstract

The long established view that consumer behavior may be seen as a risk taking activity takes on additional dimensions in the purchase of unique works of original art. A purchaser may anticipate how other viewers will react to what is an adopted expression of his or her own taste, and must have confidence that his or her own views about the work will not significantly change over time. A person acquiring original art may even have the anticipation that his or her own tastes will lead the way for others. In presenting a work for sale, a gallery should be cognizant of the risks the buyer is assuming and provide an atmosphere in which a buyer’s concerns can be addressed. While knowledge and expertise about the works presented may go far in allaying doubt about the importance, originality or craftsmanship of a piece, understanding the relationship of the buyer to the art is critical to understanding why original art is acquired.