Value of a Human Mind: How Perceived AI-Authorship Shapes Willingness to Pay for Cultural Goods

Artificial intelligence is increasingly involved in the production of cultural goods, raising important questions about how consumers evaluate creativity. This research examines how perceived authorship, whether a work is believed to be created by a human or by artificial intelligence, shapes willingness to pay. Across five experiments, we manipulate the attributed origin of artworks while holding the visual stimulus constant, isolating the psychological consequences of authorship beliefs rather than objective production differences. Results reveal a robust preference for works believed to be human-created. This effect is driven primarily by lower perceived authenticity and emotional sensitivity attributed to AI creators. Egocentrism further moderates the relationship, such that consumers lower in egocentrism exhibit stronger preferences for human authorship. Two predicted boundary conditions, the expressive purpose of the artwork and framing AI as a creative tool, did not significantly alter the effect, suggesting that the perceived presence of a human mind serves as a powerful signal in consumer valuation. These findings advance current understanding of how perceived authorship influences the value of cultural goods and contribute to broader theories of creativity by highlighting the enduring psychological importance of human agency in artistic contexts. Practical implications extend to creators, marketers, and platforms, navigating the integration of AI into cultural production.