A Trade-off Between the Artistic Aesthetic Value and Market Value of Paintings With Naïve and Childlike Interest Complex

This study investigated whether there are any pathways by combining the five dimensions (i.e., naïve image, imagination, story, interestingness, artistry) of the painting with naïve and childlike interest complex that can unify a high artistic aesthetic value and a high market value of this type of painting. We applied children's ratings to measure the artistic aesthetic value and used auction prices to measure the market value of the paintings. The results are analyzed using the fuzzy-set qualitative comparative analysis method to identify the relevant pathways. Our findings suggest that no pathway can achieve both high artistic aesthetic value and high market value. In some pathways, the two types of values even conflict and contradict each other. Using the principle of prioritizing artistic aesthetic value and considering market value, we advocate the adoption of pathways that both achieve high artistic aesthetic value and avoid resulting in non-high market value.