Materiality, Aesthetic Perception and Willingness to Pay in Contemporary Sculpture: An Empirical Study of Visual Art Audiences

This study investigates the economic valuation and aesthetic appreciation of contemporary sculpture, focusing on how materiality influences audience perception and willingness to pay (WTP). While traditional sculptures have long relied on durable, premium materials such as bronze, marble, and stone to signal permanence, longevity, and high financial value, contemporary art increasingly incorporates non-traditional mediums, including recycled plastics, clay, and mixed metals. This shift challenges established norms of artistic value. Utilizing an empirical approach, this research analyzes visual art audiences to determine how the physical composition of a sculpture shapes its perceived aesthetic quality and subsequent market value. The findings indicate that materiality plays a crucial role in framing consumer psychology within the art market, as audiences actively weigh traditional concepts of permanence against the innovative, eco-conscious, or conceptual narratives of modern materials. The implications of this research are highly relevant to both art economists and practicing artists, providing actionable insights into how contemporary materials can be strategically positioned to optimize market reception. Ultimately, this study bridges the gap between art history and behavioral economics, offering a framework for predicting consumer valuation in the evolving landscape of contemporary visual arts.