Date of Award

2026

Document Type

Thesis - Open Access

Degree Name

Master of Arts (MA)

Department

Art Business

First Advisor

Leo Krakowsky

Second Advisor

Matthew Nichols

Abstract

The art auction, often perceived as a spontaneous, high-stakes marketplace, is, in fact, a meticulously constructed spectacle designed to stimulate desire and encourage buying. Through a systematic use of performance techniques and psychological triggers, the contemporary art auction utilizes dramaturgy and strategic persuasion to directly influence and shape bidder perception and behavior. Adopting an interdisciplinary approach, this study draws on theories from sociology, psychology, and art business studies to dissect the mechanisms of persuasion and cognitive biases at play within the saleroom. This theoretical framework is enriched by case studies and semi-structured interviews with seasoned auctioneers, providing essential insight into the professional techniques and philosophies that bridge academic theory and industry practice. Ultimately, this research reaffirms the central argument that the art auction's success lies in its sophisticated and masterful fusion of art, commerce, and theatrical performance.

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