Vera Canevazzi presented her doctoral research at the Arts in Society Conference, organized by the Faculty of Humanities and Social Sciences at the University of Zagreb and held from July 1 to 4, 2026.
The presentation, titled “Pricing Without Price History: The Coefficient Method in the Italian Primary Art Market,” addressed the issue of price determination in the primary contemporary art market, analyzing the coefficient method adopted by numerous Italian galleries when there are no prior market references.
This research, conducted as part of the Ph.D. program in Communication, Markets, and Society at IULM University in Milan, is part of a broader project focused on pricing practices in the primary art market and aims to understand how galleries translate factors such as the artist’s career, institutional recognition, and the characteristics of the artwork into a selling price.