Intesa Sanpaolo report explores emotional value of art through psychophysiological responses

A report by Intesa Sanpaolo investigates how psychophysiological responses to artworks can inform the attribution of artistic and economic value. Using biometric technologies, the study measured attention, emotional impact, engagement, and pleasure in subjects viewing three versions of Caravaggio's, Strozzi's, and Procaccini's "Martyrdom of Saint Ursula" and Procaccini's "Last Supper." The research suggests that integrating such data with traditional valuation methods could provide more nuanced insights into the complex process of value attribution, though it acknowledges the limitations of the current sample. The report advocates for expanding research with advanced analytics, including Big Data, to correlate emotional responses with other valuation factors like narrative persistence and market value. Stefano Monti, partner at Monti&Taft, contributed to the editorial.