Taste v. Price (why critics don’t matter, Ch. 36)
Hammad Nasar finished off the previous thread with a statement which many of us take to be gospel, namely, that when it comes to art, or really to any offering from the culture industry, the most expensive product is not the “best” product, it is simply the most expensive. So remains open that space for “critical judgment” which, most would agree, is a necessary condition for criticism to function in the first place.
But are we fooling ourselves? Are our judgments–aesthetic, critical and otherwise–more determined by price than we know? The Art Newspaper seems to think so: Anna Somers Cocks’ has written a short piece on a recent study by Cal Tech scientist, Antonio Rangel, who hooked up a group of volunteers to an MRI machine and measured the pleasure centers of their brains while they tasted various wines of different quality and, most importantly, expense. Over and over again, the volunteers “enjoyed” the expensive wines more, even when the price tags had been switched and the ’82 Margaux turned out to be an ’07 Bin 28.
The parallel to art is both obvious and ill-fitting, which is presumably why Cocks only draws the conclusion that the Rangel effect (actually the Rangel-Veblen effect, given Thorstein Veblen’s economic theorization of it back at the turn of the twentieth century) will contribute to the retraction of the art market once the powers that be are finally able to utter the word “recession” in public. But do we really need Rangel to confirm for us that people “like” their art less (or anything for that matter) when it’s perceived to be losing value? More interesting might be the possibility of a parallel study which could address the physiological effect of positive or negative criticism on the pleasure centers of the brain. For example, what happens when someone tells you the ’82 Margaux tastes no different than that ’07 Bin 28? What does price get you then? Call it the “sucker” study. Don’t we think the art world could use one?