1. Introduction
The insurance industry has been growing over the past few years, with more and more people seeking to be protected from the unknown, especially in the case of highly valued items (
Friedman et al. 2020).
Rubin (
2000) defines insurance as a “legally binding unilateral agreement between an insured and an insurance company to indemnify the buyer of a contract under specified circumstances. In exchange for premium payment(s), the company covers stipulated perils” (
Rubin 2000). Without insurance, people would be exposed to relatively high losses in case any unforeseeable event that might happen.
Over the last two decades, there has been an exponential growth in the international art market (
Adam 2014). In fact, art can in certain cases, be considered an ‘investment’. In many countries there is a market that specifically caters for the insurance of such an asset, ranging from private collections to those in art galleries and museums (
Fischer and Arnold 2010). However, in some other countries, such as Malta, no fine art insurance policies are offered.
Malta is a country with an accumulation of a varied richness of assets in fine arts. Given the country’s art richness, particularly in public places with high public accessibility, such as churches and museums, it is unclear why such an area of potentially good revenue for insurance companies and brokers has not yet been exploited. The recent spate of thefts of works of art from private residences and churches (
Xuereb 2019;
Calleja 2006) highlights the need to research the topic of insuring fine arts against thefts extensively.
To the best of our knowledge, little has been written about the important factors and perceived risks to consider when offering and pricing fine art insurance policies. Therefore, we aim to identify the risks that need to be addressed when holding fine art, determine which are perceived as being the most important and whether the risk perception is influenced by demographic variables. The study is based on the purposely designed questionnaire sent to individuals knowledgeable on fine arts. Two research questions are posed:
RQ1. What are the risks that need to be addressed when holding art and which risks are perceived as being most prevalent?
RQ2. How do demographic variables affect people’s perception of art risks and art insurance?
In this paper, we focus on key demographics such as age, level of education, or field of study on the risk and valuation risk exposure ratings. We have chosen these particular variables since, as noted in
Bezzina et al. (
2012) and
Bezzina et al. (
2014), they are the variables that generally have an effect on perceptions of risk and therefore on the demand which will have an effect on the potential entry of Insurers in this market and the value of the risk. More specifically, we analyze demographics such as age e.g., (
Savage 1993), educational background e.g., (
Sund et al. 2017), and academic discipline e.g., (
Weisenfeld and Ott 2011). Knowing the demographics of a country and relating this to perceived risks of fine arts will enable insurers to determine the potential clientele, the value this clientele gives to the fine art, and in turn the premium to be charged for such a policy. This would help in determining the possible market demand for an insurance policy on fine art and therefore its pricing/perceived value.
Since as noted above, Malta is a country rich in both culture and art, it provides a noteworthy market potential for the fine art insurance and the study findings can be used by the Maltese insurance companies when offering and pricing fine art insurance policies to individuals. Moreover, similar to other studies of islands and small countries carried out by authors such as
King (
1993),
Briguglio (
1995),
Magri et al. (
2019),
Xuereb et al. (
2019), and
Bezzina et al. (
2014), Malta can be used as a contained study for insurance companies in larger regions and countries.
Currently, the only policy available in the Maltese market that could potentially and maybe indirectly cover artwork is the property insurance policy; art may be included under the contents section of the policy. However, this is very limited in scope and covers up to a limit, which is too low in value to cover artworks. Internationally, there is the same limitation with the contents section of the policy, however, in the foreign market, there are specific policies catering for fine art losses (
MiniCo Insurance Agency LLC 2020).
3. Research Design and Methods
3.1. Building the Questionnaire
We used these as propositions to design our questionnaire, which was structured in three sections. The first section related to the demographics of the participants, specifically age, level of education, field of study/work, experience in the industry, and the interviewees’ role in the organization. It is important to clarify the exact nature of the fields of work included in this questionnaire, since this relates to the participants’ involvement within the fine arts market and thus the participants’ ownership or otherwise of such items. “Working in insurance” means that the participant is an insurance professional with experience or interest in insuring fine art; “Working in art” means that the respondent is actively involved in the arts sector as an artist or curator of fine arts; “Working in a risk management function” means that the respondent has experience in investing in the fine arts market, either on the participants’ own behalf or on behalf of other investors; “Other” means that the respondent works in some other field but nonetheless retains an active interest in fine arts, either as a connoisseur or as an owner; finally, “Working in a combination of functions” simply denotes a mixture of two or more of the above fields.
The second section related to the risks prevalent in the art market. Here, the question required the participants to rate specified risks (Art Damage, Deterioration and loss; Art Fraud; Art Theft; Changes in the Interpretation of Art Value; Fluctuations in the Value of Art; Legal Issues arising from the ownership of artwork, Availability of Information and Changes in the operation of the art market) using a Likert scale ranging from ‘1’ being perceived by the participants as very low risk to ‘5’ being perceived as very high risk. The rest of this section consisted of statements relating to the risks in the art world and these were to be rated by the participants on a Likert scale ranging from ‘1’—strongly disagree—to ‘5’—strongly agree.
In the third section we included an open-ended comment box to keep an open mind for any further comments, themes, additions, or clarifications by the participants, which might have been missed in our preliminary study.
3.2. The Sample
To gather the participants, we used non-probability purposive and snowball sampling, since we started off with people we knew were knowledgeable about the subject and who believed they could contribute to this study and then with contacts and leads that they suggested (
Etikan et al. 2016). In some cases, we administered the survey online using e-communication systems such as ‘Zoom’, ‘MS Teams’, and ‘Skype’, as well as the telephone. For the rest and in the main analysis, we distributed the survey using an online application ‘Qualtrics XM’, which was administered using social media such as ‘Facebook’ and ‘LinkedIn’. We then asked these prospective participants to help us recruit other subjects among their acquaintances to participate in the study (
Naderifar et al. 2017;
Guest et al. 2006;
Mason 2010;
Morse 1995;
Saunders et al. 2007).
Given the prevalence of fine art in Malta, it is critical to gather an appropriate sample in order to ensure that there is enough statistical power to detect differences in risk perceptions, both in aggregate and across demographics, thereby minimizing the possibility of rejecting false null hypotheses (Type II errors). Assuming a 5% margin of error to ensure that responses broadly reflect those of the population, together with a sampling confidence level of 95%, we determined that a sample size of 384 participants was needed (
Creative Research Systems 2020). In total, we collected 465 valid responses from participants who felt they could contribute to this study since they were in one way or another connected to, employed in the area of, or knowledgeable about the subject of this study.
3.3. Data Analysis
The respondents’ qualitative data were analyzed using the thematic analysis as suggested by
Braun and Clarke (
2006), while the respondents’ quantitative data were subjected to statistical analysis, specifically the non-parametric ANOVA tests: Friedman (distribution of ranks) to answer RQ1 and Kruskal–Wallis (mean of ranks) to answer RQ2.
The thematic analysis approach was used to analyze the open-ended comments/responses made by participants and the literature. This was achieved by identifying articles and research that was relevant to the study and, once analyzed, we organized them into themes of data that were cohesive. The thematic analysis allowed us to focus our research and provided a clear path to follow.
We used the Friedman Test to determine if there were differences, which are statistically significant between the distributions of three or more related groups when making use of Likert scales. A mean score was generated for each question, which ranged from 1 to 5, in order to determine how respondents rated the risks and statements provided in each section. A mean score close to 1 indicated that the respondent rated the risks and statements as being very low risk, while a mean score close to 5 indicated that the respondent rated the risks and statements as being very high risk.
We use the Kruskal–Wallis test to assess whether there is a significant difference in the fine arts risk perception ranking across a number of demographic variables, including age, occupation, experience, and educational background. We focused on these demographics since, as mentioned earlier, prior studies have shown a clear link between these variables and risk perceptions across a wide variety of domains e.g., (
Savage 1993;
Sund et al. 2017;
Weisenfeld and Ott 2011). The age variable is organized in specific intervals in order to allow for comparisons across age groups while allowing for non-linearities (
Andrade 2017), while the education categories are a condensed version of those prescribed by the 2011 International Standard Classification of Education (ISCED) (
UNESCO 2012).
4. Analysis and Results
4.1. Participant Demographics
The sample comprised of a total of 465 valid responses from participants whose grouping with regards to age, education level, occupation, experience, and position are shown in the
Table 1,
Table 2,
Table 3,
Table 4 and
Table 5 below.
As can be noted from the above
Table 1,
Table 2,
Table 3,
Table 4 and
Table 5, although the largest number of respondents are between the ages of 18 and 24 (118), the other age groups are also well represented. However, there are less valid responses in the age groups of 55 and above. The majority of these participants hold an undergraduate (108) or postgraduate (234) qualification. Additionally, although the majority of participants (259) do not work in either insurance, art, or risk management but work in areas related to fine arts, they felt that they could contribute to the study since they had knowledge of the subject. Moreover, the largest number of respondents (176) worked in the industry for 5 years or less and 128 respondents worked in the industry for 21 years or more.
4.2. Risks in the Art Market
Here we sought to establish how participants perceived the risks that are prevalent in the art market (RQ1). The Friedman test on the perceived Art Risks, resulted in a level of significance of less than 0.05 (
p < 0.05). Therefore, this illustrates that the same respondents rate the risks differently.
Table 6 shows the mean rank for each of the presented risks. These illustrate the participants’ perception of riskiness level of each risk. The highest risk listed at the top of the list, and decreasing in risk severity as you move down the list.
4.3. Relationship between Demographic Variables and Art Risk
We used the Kruskal–Wallis Test to analyze the risks against the demographic variables (RQ2).
Table 7 shows a statistically significant difference in the perception of risks derived from “Art Fraud and Forgery” and “Legal issues arising from the ownership art works” based on the age of the participant (
p-values < 0.05). The age bracket between 35 and 44 years ranked this risk the highest (Mean Rank = 260.08 and 253.87, respectively) with the younger age bracket, 18–24 years, ranking the risk of “Art Fraud and Forgery”, and the bracket of 45–54 years ranking the risk of “Legal issues arising from the ownership art works” the lowest (Mean Rank = 207.52 and 187.91, respectively). We further analyze the differences across age groups in the pairwise post-hoc analysis presented in
Table 8 and
Table 9, respectively, which seek to determine whether perceptions regarding both art fraud and forgery and legal issues differ according to age groups. As seen below, for art forgery and fraud (
Table 8) the key statistically significant difference lies between the 18 to 24 and the 35 to 44 age bracket (adj. sig. 0.04), whereas for legal issues arising from ownership of art works (
Table 9) we find statistically significant differences across the 45–54 and 18–24 age brackets (adj. sig. = 0.008) and the 45–54 and 35–44 age brackets (adj. sig. = 0.005).
Table 10 shows a statistically significant difference in the perception of risks derived from ‘Art Fraud and Forgery’, ‘Art Damage, Deterioration and Loss of Art’, and ‘Fluctuation in the value of art’ and ‘Availability of information’, based on the level of education of the participant (
p-values < 0.05). The participants holding a doctorate level or above ranked the risk of ‘Art Fraud and Forgery’, ‘Art Damage, Deterioration and Loss of Art’, and ‘Fluctuation in the value of art’ the highest (Mean Rank = 289.92, 254.38 and 286.85 respectively), and those holding a postgraduate degree ranked the risk of ‘Availability of information’ the highest (Mean Rank = 249.32). While the lowest ranking of the risk of Art Fraud and Forgery’, ‘Art Damage, Deterioration and Loss of Art’, ‘Fluctuation in the value of art’, and ‘Availability of information’ was perceived by those holding a secondary level of education (Mean Rank = 165.67, 163.19, 178.31 and 174.83, respectively).
We can further probe these results using the post-hoc analysis presented in
Table 11,
Table 12,
Table 13 and
Table 14 for each specific risk perception factor. As seen below, for Art fraud and forgery (
Table 11) the key differences lie across the secondary and postgraduate educational groups (adj. sig. = 0.023) and across the secondary-doctorate groups (adj. sig. = 0.007). For Art damage, deterioration, and loss (
Table 12), the main differences lie across secondary and postgraduates (adj. sig. = 0.029), secondary and undergraduates (adj. sig. = 0.037), and post-secondary and postgraduates (adj. sig. = 0.026). When it comes to Fluctuation in the value of art (
Table 13), the main differences lie across secondary and doctorates (adj. sig. = 0.03) only, while for Availability of information (
Table 14) there are no statistically significant differences across our pairs of educational groups.
Table 15 shows a statistically significant difference in the perception of risks derived from ‘Fluctuation in the value of art’, ‘Changes in the interpretation of art value’, and ‘Availability of information’, based on the participant Occupation/Field of Study (
p-values are 0.036, 0.006, and 0.001, respectively). The participants working in a combination of functions ranked the risk of ‘Fluctuation in the value of art’ and ‘Availability of information’ the highest (Mean Rank = 3.400 for both). Participants working in Art ranked the risk of ‘Changes in the interpretation of art value’ the highest (Mean Rank = 2.9273). On the other hand, those working in a risk management function ranked the risk of ‘Fluctuation in the value of art’ and ‘Availability of information’ lowest (Mean Rank = 2.5455 and 2.3636 respectively). While the lowest ranking of the risk of ‘Changes in the interpretation of art value’ was perceived by those w (Mean Rank = 2.7600).
We also present the post-hoc analysis for each of the three risk perception factors discussed above in
Table 16,
Table 17 and
Table 18. When it comes to Fluctuation in the value of art (
Table 16), the statistically significant differences are observed across working in risk management versus working in art (adj. sig. = 0.045), for Changes in the interpretation of art value (
Table 17) the key difference is between those working in risk management and those who work in a combination of functions (adj. sig. = 0.044), and for Availability of information (
Table 18) the main differences lie across those working in other sectors and those within the insurance sector (adj. sig. = 0.006).
On the other hand,
Table 19 and
Table 20, show no statistically significant difference in the perception of risks based on the participants’ years of experience in the industry (
p-values > 0.05).
4.4. Thematic Analysis on Further Comments
Some of the respondents (17) continued to emphasize the importance of the risk during the restoration process. They noted that if this is not done properly or professionally, it could severely damage a work of art or devalue it completely. Respondents (eight) continued to argue that buying a work of art for ‘investment purposes’ rather than for its aesthetic value distorts the valuation of the works of art. Other participants (17) elaborated on the risk of ‘forgeries’ by including ‘imitations’, which they insinuate can distort the valuation of fine art. They note that while forgeries might not be worth much, imitated or copied art which is sold as such can have a high value and can be considered as an art in itself. Sellers must, however, be transparent about the piece and give the buyer all information about it and specify that it is an imitation or copied. Additionally, it might be easier to establish the authenticity of some works as opposed to others, since there are organization specializing in authenticating certain artists and thus making it easier to value.
Some respondents (14) mentioned ‘transportation or transit risk’, of which a piece could be exposed to. An artwork would be at a higher risk of being damaged in transit rather than hung up in a museum or on exhibition. They also mentioned ‘storage and environment’ in which the artwork is kept. This could include factors such as whether the piece is in a museum or someone’s house, which hold different risk levels, or the way in which it is being taken care of. Other respondents (nine) commented about the ‘risk of replacement’ and noted that art insurance is similar to life insurance, in that it cannot replace the artwork that was insured, but rather provide the damaged party with a sum to the insured. This is in contrast to other policies, whereby, if, for example, there was damage to a building, the damage can be repaired. Some (22) participants also mentioned the risk of fine art being used as a means for ‘laundering money’. This today distorts the valuation process even when specialist valuers are involved.
5. Conclusions
This paper sought to analyze risk perceptions related to the market for fine art, both in terms of severity as well as the extent to which these perceptions vary according to different demographic variables. It was determined that the highest rated perceived risk was that of “Art damage, deterioration, and loss of art”, followed closely by “Art fraud and forgery” and “Art theft”. In contrast to this, participants perceived “Changes in the operation of the art market” to offer the lowest risk. All risks were rated as medium, when considering the mean response rate, except for “Art damage, deterioration and loss of art”, which was categorized as being high risk. (RQ1).
Findings further revealed that certain demographics had an effect on the way some of the risks were ranked, mainly that (1) ‘Age’ affected the perceived ranking for ‘Audit fraud and forgery’ and ‘Legal issues arising from the ownership art works’ risk; (2) ‘Level of education’ affected the perceived ranking of ‘Art fraud and forgery’, ‘Art damage, deterioration and loss of art’, and ‘Fluctuation in the value of art’ and ‘Availability of information’ risk; (3) ‘Field of study’ affects the perceived ranking of ‘Fluctuation in the value of art’, ‘Changes in the interpretation of art value’, and ‘Availability of information’ risk. These findings broadly reflect results in other studies looking at how risk perceptions across different domains vary according to individual demographics. By contrast, ‘Position in the organization’ and ‘Experience in the industry’ had no effect on the perceived ranking of the different risks. (RQ2).
In carrying out this process we also revealed some other perceived risks that might have been missed when analyzing literature or which the respondents wished to emphasize further via their qualitative responses. These relate to the following: (1) The restoration process, (2) Investing through art, (3) Forgeries and imitations, (4) Irreplaceability, (5) Transportation or transit risk, and (6) Money laundering.
At this point, it is worth noting a number of important limitations with the above analysis. Firstly, the data were all derived from self-reported questionnaire responses as opposed to induced or observed behavior, and thus must be treated with some degree of caution. Secondly, and perhaps related to the previous point, we found no significant relationship between occupation and years of experience, two of our demographic variables, and any of the risk perceptions, while certain risk perceptions such as art theft and changes in the operation of the art market cannot be explained by any of the demographic variables used. This points towards a need to potentially expand the scope of analysis beyond demographic variables into other socio-economic or behavioral characteristics in order to adequately explain and account for variation in risk perceptions, at least when it comes to future studies related to fine art and insurance.
Nonetheless, these results provide the industry with an insight of risks that need to be addressed by holders of art, as well as considerations for policymakers of fine art insurance policies and provide a basis for which such a product/s can be considered to be introduced in Malta. The perceived risks as seen by the sample taken from the Maltese population, as well as people working in the art and insurance industries, provide us with an idea of what needs to be taken into account when and if offering fine art insurance. In fact, the results indicate that, based on risk perceptions, the individuals who would be most open to fine art insurance given their awareness of risks are in the 35–44 age bracket, typically with a postgraduate (or higher) level of education. Thus, the design and marketing of a fine arts insurance policy should be aimed at this segment of the market, taking into account their specific risk perceptions as well as expenditure propensities and abilities for related premiums. This will in turn assist in providing adequate protection for fine art, based on the highest-ranked risks like art damage, deterioration and losses, coupled with fraud, and create a new revenue stream for insurance companies.