Artdaily_ The renowned Mauritshuis museum in The Hague recently presented compelling findings from a groundbreaking neuroscience study revealing that viewing original artworks elicits a profoundly different emotional response in the brain compared to looking at reproductions. The research indicates that visitors experience a tenfold stronger emotional reaction when standing face-to-face with a painting, such as Vermeer’s iconic Girl with a Pearl Earring, than when confronted with its replica.

Utilizing electroencephalogram (EEG) technology, researchers found that authentic artworks produce a potent and positive emotional response, underscoring the unique impact of the original pieces on the human psyche. Notably, the study identified an intriguing neurological phenomenon where viewers are held in what scientists call a Sustained Attentional Loop—a cycle of visual focus that is particularly pronounced with Girl with a Pearl Earring. This research marks the first instance of the Mauritshuis commissioning a scientific exploration of its artworks in such depth.

A Stronger Emotional Reaction

The study revealed that both Girl with a Pearl Earring and four benchmark paintings—Rembrandt's Self-Portrait (1669), The Anatomy Lesson (1632), Vermeer’s View of Delft (c. 1660-61), and Van Honthorst's The Violin Player (1626)—evoked a significantly higher "approach motivation" in their original forms compared to their reproductions, with a striking tenfold increase. According to the researchers, this suggests that the emotional resonance of viewing art is augmented not only by the artwork itself but also by the surrounding ambiance, including the frame, lighting, and the museum environment.

Among these artworks, Girl with a Pearl Earring commanded the most attention, drawing visitors into its intricate details and mesmerizing composition.

The Eyes, Mouth, and Pearl

Visitors typically first direct their gaze toward the eyes and mouth of the Girl, but then their attention shifts to the pearl adorning her ear. This captivating jewel, in turn, redirects the viewer's focus back to her facial features, creating a cycle of attention that extends the viewing experience longer than with any other artwork examined in the Mauritshuis. This Sustained Attentional Loop, unique to Girl with a Pearl Earring, encapsulates the compelling nature of the painting.

Self-Reflection and Brain Activation

Another significant finding of the study is the stimulation of the precuneus, a region of the brain associated with consciousness, self-reflection, and the memory of personal experiences, which was particularly pronounced when viewing Girl with a Pearl Earring. This result was significantly higher compared to the four benchmark paintings, highlighting the unique cognitive engagement elicited by Vermeer’s masterpiece.

The Research Process

The Mauritshuis collaborated with Neurofactor, a research firm specializing in consumer neuroscience, to design this groundbreaking study. The desire for scientific rigor led Neurofactor to partner with Neurensics, an independent research institute. The research was overseen by notable scientists, including Professor Dr. Victor Lamme, Dr. H. Steven Scholte, and Drs. Andries van der Leij, who also teach at the University of Amsterdam. Liselore Tissen, an external expert from Leiden University, Delft University of Technology, and the Royal Netherlands Academy of Arts and Sciences, provided valuable insights based on her prior research into how 3D reproductions affect perceptions of Girl with a Pearl Earring.

The study unfolded in two phases. Initially, ten participants donned portable EEG caps and eye trackers as they navigated the Mauritshuis, observing Girl with a Pearl Earring alongside the four other benchmark paintings. In a subsequent session, the same participants viewed three reproductions of the paintings in the museum library, again equipped with EEG and eye tracking devices. Another ten participants followed the opposite sequence, viewing reproductions first before entering the museum. In the second phase, functional MRI (fMRI) scans were conducted on 20 respondents at the University of Amsterdam while they viewed reproductions of the five paintings from the Mauritshuis.

A Cultural Revelation

Martine Gosselink, General Director of the Mauritshuis, remarked, “Everywhere we see reproductions of famous paintings, especially Vermeer’s Girl with a Pearl Earring. This research definitively proves that visiting the Mauritshuis or other museums holds significant emotional value.”

Martin de Munnik, co-founder and business developer at Neurensics, noted, “This was the most extraordinary assignment we've had in recent years. Observing the effect of a famous painting like Girl with a Pearl Earring was a unique experience for our scientists. While we expected Girl to be exceptional, the discovery of the Sustained Attentional Loop was a surprise. This phenomenon explains the various opinions about the attention the Girl commands, a profound impact intensified when experienced in a museum setting.”

Erik Scherder, a professor of neuropsychology at Vrije Universiteit Amsterdam, commented, “Viewing art stimulates the brain on multiple levels. It evokes excitement, sparks imagination, and prompts contemplation about what one sees. This is an ultimate enrichment, activating the brain optimally.”

Liselore Tissen emphasized, “It’s unprecedented for a museum to utilize art not only to bring together researchers from various disciplines but also to apply these findings practically, prioritizing the visitor experience.”

Vera Carasso, Director of the Museum Association, added, “We live in a time increasingly filled with copies and interpretations of reality. One might assume that authentic art or objects become less important; on the contrary, the genuine becomes increasingly vital. An encounter with an original artwork is far more intense than with a copy. It’s remarkable that this effect is now scientifically validated through brain activity. The results of this new research are significant and relevant for the entire museum sector.”

As the Mauritshuis continues to unveil the intricate relationship between art and the human experience, it solidifies the importance of authentic artworks in a world where copies are ubiquitous. The study serves as a reminder of the unique emotional and cognitive engagement that comes from experiencing original art, particularly when immersed in the environment of a museum.