How do people actually make purchasing decisions for higher-priced items like art?

People go through extensive research before making significant purchases. They typically Google the item, compare it with competitors, check prices across different sites, watch YouTube reviews, read multiple perspectives, and weigh various factors before deciding. This research process can involve 20 or more touchpoints before they’re ready to buy. With art specifically, people want to follow the artist, get exposure to their work, see their other pieces, check what they post regularly on social media, and build familiarity and trust over time. This is why cold advertising for expensive art doesn’t work - you’re skipping all those necessary relationship-building steps.

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Asked by general audience · Answered by Patrick Shanahan · art-marketing-podcast · 2023-03-09