As observed by Mandeville in 1714, the price of artworks was then determined almost entirely by market demand, often by fashion, and by the search for distinction (Goodwin, 2006). Aesthetic value is based on the presentation of the artwork—that is, the form of composition, choice of colors, and so on—and the emotion the work can arouse, whereas the value of artwork involves not only its aesthetic value but also the environment—as in where the artwork is, be it museum, library, or in a street—and its background—as in the viewer’s personal background of novice or expert, educated or not educated, as well as the background story of the artwork itself—and even the cognitive processes of those viewing the work at that time