Methodology of Scientific Research into the Gender and Demographic Sphere of Fine Arts Marketing: Economic Expert Analysis

Abstract

The purpose of the Article is to develop and substantiate a methodology for economic and art historical expertise of the gender and demographic spheres of art marketing through the implementation of empirical price gap analysis and the verification of gender as an economic externality. The research methodology. The research is based on the application of Hedonic Pricing Models (HPM) and multifactor regression analysis, allowing for the isolation of the artist’s gender from other pricing factors (size, medium, provenance). A statistical price method was used to analyse volatility, and an empirical analysis of the Gender Pay Gap was conducted to validate the market’s signalling function. The scientific novelty lies in the introduction of the “economic externality of gender” concept into art marketing methodology. For the first time, a direct correlation between the author’s gender identity and the asset’s price elasticity during periods of market instability has been proven. An algorithm for verifying gender bias through Data Science tools is proposed, ensuring a transition from subjective art history to objective economic expert analysis. Conclusions. The study proves that the gender determinant in fine arts marketing acts as a significant economic externality, causing asset devaluation through the Gender Pay Gap mechanism. The application of Hedonic Pricing Models (HPM) and multifactor regression analysis allowed for the verification of the market’s signalling function and revealed higher price elasticity of female art under volatility. The objectification of art historical expertise through Data Science tools transforms gender from a sociocultural category into a measurable market indicator.