Formování počáteční ceny děl mladých umělců na primárním trhu v České republice

This bachelor's thesis explores the process of establishing the initial price of artworks by emerging artists upon their entry into the primary art market in the Czech Republic, an environment characterized by high uncertainty and a lack of objective quality standards. The aim of this qualitative research, which is based on semi-structured interviews with 10 students and recent graduates of art academies (AVU, UMPRUM), is to map the key factors and mechanisms of this early pricing process. The results indicate that initial sales primarily take place at public student exhibitions (klauzury) and on social networks. Artists quickly abandon the initial cost-based strategy in favor of a more formalized pricing approach based on the artwork's format using mathematical coefficients. The analysis further confirmed the strong psychological impact of the so-called endowment effect, leading to a deliberate overvaluation of the artworks, as well as a strict refusal to offer discounts in order to protect the artist's reputation and symbolic capital. Finally, the thesis points out that the serious failure of educational institutions to prepare students for the art market, combined with the structural weakness of the Czech gallery environment, forces young creators to rely primarily on informal peer networks, which exposes them to the manipulative practices of speculative collectors.