Discerning or Sophisticated

When we purchase an artwork, we are in fact purchasing two things, the thing and its price. The discerning buyer knows that. The sophisticated buyer does not.

The discerning buyer, by definition, has good judgement; can see the quality of something and it’s relative price. The sophisticated buyer knows much about fashion and culture. However, they are often a sucker for sophism, a specious argument used for deception. They look at an artwork with their ears, not their eyes.