Valerie Pang

Understanding key influences on upper-middle income Singaporeans in the purchase of wall-mounted art

The emergence of a new breed of middle class art collectors is rising – such consumers enjoying higher levels of income and leisure time have developed desires for luxury goods, thereby increasing the demand for art. This research hopes to examine the extrinsic and intrinsic influences on upper-middle income Singaporeans in purchasing wall-mounted art. To facilitate this study, a qualitative and quantitative research approach has been adopted through gathering data from available literature, statistical reports and a group of 6 research participants through semi-structured interviews and surveys to explore both extrinsic and intrinsic influences underlying art consumption. This research posits that these two influences are most significant in explaining art purchases; accounting for financial and economic considerations, and for personal pleasure – defined for the purpose of this research as an individual’s desire to satisfy emotional, aesthetic and social needs. This paper contributes to existing literature by emphasising on the essential nature of past exposure and education in the arts, as it serves as an underlying motivator behind art purchases, thereby enabling market actors to gain a better understanding of art consumers in Singapore.