This work aims to identify and understand the reasons that lead consumers to buy high value works of art, through an analysis of high income consumer behavior and the main factors that influence them in the purchase. For this, a search was conducted based on books, journals, articles and Internet sites dedicated to the art market in Rio de Janeiro and Sao Paulo, the luxury market, income and social class and consumer behavior. Data was also collected through semi-structured interviews with officials associated with the art market, artists, vendors, and consumers in order to investigate the reasons that motivate them to buy work of great value buying.