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.
Operant Subjectivity

Maura Murphy Hoss, & Dennis F. Kinsey. (2003). Instinctive Influence: An Exploration of the Influences of Opinion Leaders on Buyers of Original Fine Art. Operant Subjectivity, 26(3), 112–131. doi:10.15133/j.os.2003.004