The role of attractiveness in the arts, an area that inherently deals with esthetics, is one way in which consumer decisions may have economic effects. Focusing on consumer (or audience member) preferences, this paper explores the relationship between audience members’ perceived attractiveness of dancers and their willingness to pay (WTP) for a modern dance performance. One of our contributions is through primary data collected using a series of four video recordings of self-choreographed modern dance solos. Using a dataset of 1,989 observations, we investigate the extent that the audience members’ perceived attractiveness of a dancer is related to their WTP for a modern dance performance using tobit and binomial logit models. The findings reveal evidence of a positive relationship between dancers’ perceived attractiveness and WTP for modern dance performances and an even stronger relationship between audience members’ perceived attractiveness of dancers and their willingness to re-watch or watch more of the performance. Aside from the performing dancer, the audience members’ perceived attractiveness of the other dancer also has a significant relationship with WTP and willingness to watch the performance.

艺术吸引力在艺术中的作用是一个本质上涉及美学的领域，是消费者决策可能产生经济影响的一种方式。本文着眼于消费者（或观众）的偏好，探讨了观众对舞者吸引力的感知与他们为现代舞表演支付的意愿（WTP）之间的关系。我们的贡献之一是通过使用自编舞现代舞独奏的四组视频记录收集的原始数据。使用包含 1,989 个观察结果的数据集，我们使用 tobit 和二项式 logit 模型调查了观众成员对舞者的感知吸引力与他们对现代舞表演的支付意愿的相关程度。研究结果揭示了舞者感知吸引力与现代舞表演的 WTP 之间存在正相关关系的证据，以及观众感知舞者吸引力与他们重新观看或观看更多表演的意愿之间更紧密的关系。除了表演舞者之外，观众对其他舞者的感知吸引力也与WTP和观看表演的意愿有显着关系。