Art and authenticity: The importance of originals in judgments of value.

Why are original artworks valued more than identical duplicates? The present studies explore 2 mechanisms underlying the special value of original artwork: the assessment of the art object as a unique creative act (performance) and the degree of physical contact with the original artist (contagion). Across 5 experiments, participants were exposed to hypothetical scenarios in which an original object was duplicated. The type of object varied across experiments (e.g., a painting vs. a piece of furniture) as did the circumstances surrounding the creation of the original object and the duplicate. Overall, the results support assessments of performance and contagion as key factors underlying the value of original artwork, and they are consistent with the conclusion that the discrepancy in value between original artworks and perfect duplicates derives from people's lay theories about the domain of art, rather than from associations with particular kinds of art or certain cases of forgery.