This paper is an attempt to study the factors that affect the painting market in Iran. Based on our preliminary assumption these factors were divided into four groups: social and personal factors concerning the artist, aesthetic and artistic factors concerning painting, the role of galleries and dealers, and price evaluation of painting. The examination began by field study of the distribution and sale of paintings in galleries and exhibitions in Tehran. Based on survey findings and interviews with painters and critics, the influence of unaesthetic factors on aesthetic assessments was established. 414 paintings were studied through the empirical model. The samples were chosen from sale centers in Tehran which were active in the first four months of the year 1378. Through employing a regression model, the analysis showed the influence of age and gender, form factors (size, frame and material), aesthetic aspects (style, technique), and different ways of presentation painting (gallery and exhibition) on the price of artworks. The findings can be used in economical attempts to restore order in the art market as well as preparing the ground for developing taste in the Iranian art society.
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