Neuropsychological foundations of pitching in the context of art management

This article was first published in Armenian in the scholarly journal Handes of the Yerevan State Institute of Theatre and Cinema, No. 30 (2026), section “Art Management”. The full text is available in Armenian: read the article or download the PDF. DOI: 10.61939/29537959-2026-pn30-10

Varuzhan Avanesyan, Senior Lecturer, Chair of Art and Humanities, Yerevan State Institute of Theatre and Cinema

Abstract

The article presents the neuropsychological foundations of pitching technology and its application in the field of art management as an effective synthesis of creative communication and managerial psychology. It explores how the Aristotelian triad of “Ethos, Pathos, and Logos,” combined with modern cognitive mechanisms, contributes to the successful realization of creative ideas. The study provides a detailed analysis of the components of pitching, its neurobiological processes, and its key characteristics, such as strategic clarity, dynamic nature, and practical applicability in a competitive environment.

The article discusses how future art managers and industry professionals can apply strategic pitching steps to create compelling projects, manage audience attention, and attract investment. The purpose of the study is to reveal the influence of psychological mechanisms in pitching, demonstrating how science and art can jointly serve the materialization of creative output. The research focuses on the visual and substantive structures of project presentations that reflect professional competence, while also exploring how pitching can serve as a tool for the psychological transformation of the artist. The object of the study is the communicative-psychological models manifested in art management, while the subject is the mechanisms for the effective implementation of projects through pitching.

In conclusion, the neuropsychological model of pitching is proposed as a valuable strategic tool that can enrich cultural management and promote professional self-actualization by ensuring a stable link between theoretical ideas and market reality.

Keywords: pitch, pitching, art management, creative communication, neuropsychology, storytelling, audience behavior, strategic management.

The full article, with six strategic pitching steps (Ethos, Hook, Pathos, Logos, Pitch Deck, Call to Action) and examples from film, music and theatre, is available in Armenian.