Choosing pictures at an exhibition: do identity values influence the willingness to pay for art?

This paper aims to analyse to what extent the willingness to pay of art gallery visitors for the preservation of cultural artefacts is affected by the identity traits of the objects. To this purpose, we designed a discrete choice experiment that took place during a major exhibition dedicated to the artist Costantino Nivola (1911–1988) in Sassari (Sardinia, Italy). His works are known worldwide and many of them were produced after he moved from Sardinia to the United States in 1939. As a result, both the American and the Sardinian culture show up in his works and, in particular, were clearly visible in the exhibition under study. The discrete choice experiments allowed us to elicit respondents' preferences towards the identity features stemming from Nivola's artefacts. The results confirm the importance of this component indicating that its presence almost doubles respondents' willingness-to-pay for the acquisition of these artefacts to a permanent collection.