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Luxury advertising and recognizable artworks: New insights on the “art infusion” effect
Abstract
Purpose
This research advances current knowledge about art infusion, which is the ability of art to favorably influence the assessment of consumer products. In particular, the research investigates the effectiveness of artworks that evoke their creators’ most recognizable style in luxury advertising.
Design/methodology/approach
The research encompasses three studies – two conducted online and one in a real consumption situation. The first study explores the effect that a recognizable vs. non-recognizable painter’s style has on consumers’ judgments about luxury products. The second and third studies explore the moderating roles of desire to signal status and desire for distinction, respectively, which are relevant to advertisers interested in targeting these individual differences.
Findings
Advertisements that incorporate artworks that evoke a painter’s most recognizable style enhance the advertised products’ perceived luxuriousness. Consumers with a higher desire to signal status exhibit greater purchasing intention in response to recognizable artworks. By contrast, consumers with a higher desire for distinction exhibit greater purchasing intention when the painter’s style in the featured artwork is less recognizable.
Practical implications
The results provide marketers with suggestions on how to select and incorporate visual artworks into luxury brand communication: They could focus on recognizable vs. non-recognizable artworks based on whether their main goal is to communicate status or distinctiveness.
Originality/value
This research offers novel insights into the practical value of art infusion by showing when and for whom the beneficial effects of pairing art with luxury products are more likely to occur.
... The role of visual art in advertising has been termed the art infusion effect, referring to 'the general influence of the presence of art on consumer perceptions and evaluations of products with which it is associated' (Hagtvedt and Patrick 2008, 379). Overall, art infusion theorists indicate that the presence of art in marketing communications can improve the evaluations of the products and brands being marketed due to the positive perceptions associated with art (Peluso et al. 2017). Further, art stimulates creativity and motivates the viewers to be more open to new concepts and willing to adopt broader perspectives (Hagtvedt and Patrick 2008). ...
... According to the art infusion effect, advertisements featuring illustrations can enhance the perceived uniqueness or exclusivity of a product, which is central to the notion of luxuriousness (Lawry 2022;Naletelich and Paswan 2018;Septianto et al. 2020). In fact, art has been used in the advertising and retail environments to evoke perceptions of product luxuriousness (Dion and Arnould 2011;Peluso et al. 2017). Luxuriousness refers to the extent to which a product is considered distinctive, rare, valuable, and exclusive (Amatulli, De Angelis, and Donato 2020). ...
... We contribute to the current body of knowledge in three ways. First, although the art infusion effect has been extensively studied in the marketing literature, most research focuses on the type of art and product categories (Baumgarth and Wieker 2020;Estes, Brotto, and Busacca 2018;Hüttl-Maack 2018;Huettl and Gierl 2012;Naletelich and Paswan 2018;Peluso et al. 2017;Pino, Guido, and Nataraajan 2017). Thus far, the evidence for how visual realism conveys the notion of art to influence customers is inconclusive (Wang et al. 2022). ...
Underpinned by art infusion theory and construal level theory, this research examines the role of illustrations and photographs in advertising a novel product (i.e. clean meat) and explores the underlying psychological mechanism of luxuriousness. We conducted three experiments to examine the differential effects of illustrations and photographs on customers’ willingness to try a meat product and ascertain whether this relationship was mediated by perceived luxuriousness. Participants reported a greater willingness to try a novel product, such as clean meat, when the advertisement featured an illustration (vs. a photograph), demonstrating the art infusion effect. However, there were non-significant differences among participants in terms of their willingness to try a familiar product, such as conventional meat. The indirect effect of illustration on willingness to try clean mean via perceived luxuriousness was stronger compared to the conventional meat condition. This mediation effect of luxuriousness was also validated using the moderation-of-process approach. The findings provide meaningful guidelines to marketing practitioners and highlight the pertinence of art infusion to clean meat consumption, a relatively unexplored research area.
... The notion of art is often linked to exclusivity, luxury, and prestige (Kim et al., 2012) which can be transferred to the associated products and brands. Therefore, it is a common practice in luxury advertising to feature highly recognizable artworks in order to create a favorable association with product and brand images (Peluso et al., 2017). A large body of research in art infusion focuses on the characteristics of artwork such as iconic versus non-iconic art (e.g., Peluso et al., 2017;Pino, Guido, and Nataraajan, 2017), classical art versus urban street art (e.g., Baumgarth and Wieker, 2020), art genre (e.g., Naletelich and Paswan, 2018), and types of products (e.g., Estes, Brotto, and Busacca, 2018;Hüttl-Maack 2018;Huettl and Gierl, 2012;Moon and Kwak, 2010). ...
... Therefore, it is a common practice in luxury advertising to feature highly recognizable artworks in order to create a favorable association with product and brand images (Peluso et al., 2017). A large body of research in art infusion focuses on the characteristics of artwork such as iconic versus non-iconic art (e.g., Peluso et al., 2017;Pino, Guido, and Nataraajan, 2017), classical art versus urban street art (e.g., Baumgarth and Wieker, 2020), art genre (e.g., Naletelich and Paswan, 2018), and types of products (e.g., Estes, Brotto, and Busacca, 2018;Hüttl-Maack 2018;Huettl and Gierl, 2012;Moon and Kwak, 2010). Table 1 demonstrates that the majority of earlier studies have featured fictitious brands instead of real brands. ...
... In the context of luxury brands, Wilcox, Kim and Sen (2009) suggest that the consumption of luxury products is subject to social motivations. Therefore, it is expected that the featuring artworks can have disparate effects on the evaluation of luxury products among customers with different social motives (Lee, Chen and Wang, 2015;Peluso et al., 2017). ...
Underpinned by art infusion theory and functional theories of attitudes, this present research examines the art infusion effect on brand evaluation among consumers whose attitudes might serve a value-expressive or social-adjustive function, and the role of self-inauthenticity feelings in these relationships. We conducted three experimental studies to test our hypotheses. The objective of Studies 1 and 2 was to confirm the moderating effect of value-expressive function on the relationship between art infusion and brand attitudes. Study 3 aimed to test the mediating effect of self-inauthenticity feelings among customers harboring value-expressive attitudes. Participants with high levels of value-expressive attitudes reported more positive brand evaluation when-the advertisement featured an artwork (vs. no artwork). Furthermore, art infusion reduced the feelings of self-inauthenticity, thereby enhancing brand attitudes. The findings highlight the importance of art infusion pertinent to improving brand evaluation and mitigating potential negative psychological consequences of luxury consumption, a relatively unexplored research area.
... One of the common advertising strategies, especially in the luxury sector, is to feature visual artworks (Kapferer, 2014). It is a common practice that luxury brands pair their products with renowned paintings or visuals inspired by famous artwork, for instance, Dior's advertisement featuring an image inspired by É douard Manet's Le déjeuner sur l'herbe in 2013, and GucciGram initiative in 2015 pairing Gucci products with images inspired by some of the most recognized artworks such as reinterpretation of "Il bacio" (Francesco Hayez) by Chris Rellas and the "American Gothic" painting by Grant Wood (Peluso et al., 2017). It is believed that associations with artworks can transfer the positive perceptions of artworks to luxury brands and products. ...
... Art can influence positive initial perceptions which exert an impact on subsequent evaluations, demonstrating halo effects; at the same time, art can also exhibit contagion effects in which close contact between two objects can result in the transfer of one's properties to the another (Lee et al., 2015). Overall, the art infusion effect suggests that by incorporating artwork in a product or communications about a brand and product, the favorable perceptions associated with the artwork properties will spill over to the product or brand, prompting customers to form more positive evaluations about the product and brand (Peluso et al., 2017). ...
... Art infusion is often investigated in the context of luxury as it is believed that the spillover effect increases prestige and exclusivity which are inherent characteristics of artworks (Peluso et al., 2017). Art infusion can take effect in the context of physical pairing, for example, placing the product alongside artworks such as paintings in a physical retail store (Dion and Arnould, 2011), incorporation of artistic elements in the product itself such as design or packaging, product (Hagtvedt and Patrick, 2008a, 2008b, 2008bLee et al., 2015) or placement of artwork in an advertisement (Huettl and Gierl, 2012;Peluso et al., 2017). ...
Underpinned by art infusion theory, this present research examines the effect of art infusion on brand attitudes under different brand conditions (i.e. pro-environmental luxury brands and luxury brands) in advertising. Across two experimental studies, this research offers empirical evidence to a moderated mediation model, such that when an advertisement features an artwork (vs. no-artwork), consumers will perceive lower levels of incompatibility between luxury and sustainability, leading to a more favorable brand attitude toward the pro-environmental luxury brand. However, such differences will not occur among consumers evaluating an ordinary luxury brand. The findings of this research broaden the current body of knowledge related to the art infusion effect and provide important implications for marketers in their advertising strategy. Furthermore, these findings suggest that art infusion may be the solution to the dilemma facing sustainable luxury brands since luxury and sustainability are often perceived as incongruent concepts.
... They also found that luxury perception created by using an art element positively affects product evaluation, and product evaluation positively affects purchase intention. Peluso et al. (2017) found that art infusion increases the luxury perception of the advertised product. They also found that consumers' desire to signal status and desire for distinction moderates their relationship between art infusion and willingness to buy. ...
... They found that the product type, divided into two groups based on hedonic and utilitarian qualities, has a moderator role in these relationships. Amatulli et al. (2017) demonstrated the moderator role of product type in the effect of luxury elements in product and communication on consumer evaluations. They classified products as status-signaling and non-status-signaling and found that the product type had a moderated effect on related relationships. ...
... Luxury perception in terms of art infusion is also one of the prominent research areas. Studies in the literature show that artistic elements affect luxury perception (Baumgarth & Wieker, 2020;Hagvedt & Partick, 2008a, Huettl & Gierl, 2012Kim et al., 2012;Logkizidou et al., 2019;Peluso et al., 2017). In line with these studies, the present study was evaluated whether the use of visual art in product design affects consumer reactions in terms of quality perception, luxury perception, and product evaluation. ...
This paper aims to determine the effects of using visual art in designing non-luxury products on consumers' luxury perceptions, quality perceptions, and product evaluations. An experimental design was conducted to test these effects. Differences according to the product types (convenience vs. shopping) were also evaluated. The research sample consisted of young consumers. The data was collected from 400 university students via a face-to-face survey and analyzed by using two-way MANCOVA. Results demonstrate that using visual art in the non-luxury product design affects perceived quality, luxury perception, and product evaluation both independently and interacting with the product type. Besides, using visual art in the convenience product without technical details increases consumers' positive evaluations. In this context, product type has a moderating role in the effects of using visual art on product evaluation. Accordingly, art infusion increases positive product evaluation for convenience products but decreases it for shopping products.
... Auctions play a significant role in the art market and are important for analyzing how the artwork price is determined since the bidding process is open, and participants can see the competitive bids, which helps establish a fair market Extended author information available on the last page of the article value for artworks (Candela and Scorcu 1997;Higgs and Forster 2014). Therefore, many researchers aim to understand the factors influencing art prices, predict price trends, and gain insights into the art market dynamics (Peluso et al 2017;Kraeussl and Logher 2010). Research in these areas contributes to a deeper understanding of the art market, provides insights and recommendations for collectors, investors, and policymakers, and informs strategies for auction houses, artists, and dealers (Peluso et al 2017). ...
... Therefore, many researchers aim to understand the factors influencing art prices, predict price trends, and gain insights into the art market dynamics (Peluso et al 2017;Kraeussl and Logher 2010). Research in these areas contributes to a deeper understanding of the art market, provides insights and recommendations for collectors, investors, and policymakers, and informs strategies for auction houses, artists, and dealers (Peluso et al 2017). It is an evolving field that continues to adapt to changes in the art market and also create advancements in data analysis techniques. ...
Considerable research has been devoted to understanding the popularity effect on the art market dynamics, meaning that artworks by popular artists tend to have high prices. The hedonic pricing model has employed artists’ reputation attributes, such as survey results, to understand the popularity effect, but the reputation attributes are constant and not properly defined at the point of artwork sales. Moreover, the artist’s ability has been measured via random effect in the hedonic model, which fails to reflect ability changes. To remedy these problems, we present a method to define the popularity measure using the artwork sales dataset without relying on the artist’s reputation attributes. Also, we propose a novel pricing model to appropriately infer the time-dependent artist’s abilities using the presented popularity measure. An inference algorithm is presented using the EM algorithm and Gibbs sampling to estimate model parameters and artist abilities. We use the Artnet dataset to investigate the size of the rich-get-richer effect and the variables affecting artwork prices in real-world art market dynamics. We further conduct inferences about artists’ abilities under the popularity effect and examine how ability changes over time for various artists with remarkable interpretations.
... Indeed, the seminal literature (O'Cass & McEwen, 2004) has deeply explained how conspicuous consumption may be interpreted as a means to flaunt one's social status, especially when said goods and services are too expensive for other members of a person's class. This concept is an expression of the externalized consumption approach to luxury, which is contrasted with the internalized approach (Amatulli & Guido, 2012;Guido et al., 2017). The former approach is led by the desire to be endorsed by and belong to a specific circle of people (De Barnier et al., 2012;Vigneron & Johnson, 2004), while the latter is associated with experiential, hedonic, and hermetic values (Amatulli & Guido, 2012;Hagtvedt & Patrick, 2009). ...
... In other words, the externalized approach is mainly related to self-success and ostentation factors, while the internalized approach is mainly related to self-style and experiential factors (Kapferer & Valette-Florence, 2019). In short, luxury consumption can be represented as a continuum from external to internal motivations (Guido et al., 2017). If we extend this framework to real estate, we can imagine that conspicuous (externalized) consumers usually want high-end homes in order to signal their wealth (Lee & Mori, 2016) and be recognized by others for their premium purchase (Zahirovic-Herbert & Chatterjee, 2011). ...
Coherently with the boom of luxury real estate, marketing has become increasingly important as a relevant business strategy both in supporting architects and marketers in projecting luxury houses and in promoting them in a surprisingly highly competitive market. This chapter investigates the effects of luxury real estate communication focus (prestigiousness vs. smartness) on consumers’ willingness to buy. An experiment was conducted with a sample of 117 international respondents. Coherently with our hypothesis, results show that the luxury real estate communication focus (prestigiousness vs. smartness) positively influences consumers’ willingness to buy, and that this effect is moderated by one of the most important luxury consumers-related variable, that is conspicuous consumption orientation.KeywordsLuxury real estateSmart objectsInternet of ThingsCommunication focusPrestigiousnessSmartnessConspicuous consumptionHome automation
... However, the concept of strategy cover neither genuine artistic collaborations under the impulse of the artistic director of the brand nor artistic references made by luxury brands, despite the fact that such types of links may enhance the perception of luxury brands (Peluso et al., 2017;Ochkovskaya, 2018;Batat, 2019). ...
... Regarding brand communication, advertising pioneered as a medium of artification based on the collaboration of brands with artists (Michel & Willing, 2020) as well as by incorporating artistic references without any collaboration (Lehu, 2011;Peluso et al., 2017). ...
Luxury has long thrived on a storytelling where craftmanship, rarity, exclusivity and uniqueness were central. Both the industrialization and the financialization of luxury industry have led to a risk of losing its rarity and exclusivity values associated to the idea of craftmanship. Leveraging on the structural proximity that exists between art and luxury, many luxury brands have been developing connections to art to capitalize on the benefits that could arise in terms of positioning and legitimacy. This conceptual paper studies and extensively investigates the different kinds of existing links between art and luxury brands as well as their related constructs in existing literature, which appear to be marginal and lacking consensus. However, this study identifies a conceptualization, which encapsulates all types of linkage between luxury brands and art that aim at enhancing the perception of luxury brands and luxury goods by consumers. It further proposes a definition of this conceptualization, which will benefit both academics and practitioners.
... In the academic field, Hagtvedt and Patrick (2008) were the first to describe the art infusion effect, finding that infusing a work of art into a product's design or packaging positively enhanced luxury perceptions of the product. Subsequently, other authors have explored and tested the effect considering different variables and contexts (Lee et al., 2015;Peluso et al., 2017;Baumgarth, 2018;Naletelich and Paswan, 2018). However, regardless of the increasing interest in the topic, the role of including the artist's name as the creator of a design has not been thoroughly explored in the branding literature regarding luxury. ...
... Following this research, many others have tested the effect of art infusion in different contexts and considered multiple variables associated with either the art or the luxury field. A diversity of variables such as consumer characteristics (Peluso et al., 2017), product categories (Moon and Kwak, 2010;Huettl and Gierl, 2012;Estes et al., 2018) and artwork characteristics (Naletelich and Paswan, 2018) have been used to study the art infusion effect. ...
Purpose
The purpose of this paper is to examine the impact of adding the name of an artist to an art-infused product as a way to improve luxury perceptions. Additionally, the underlying processes are explored through the mediation of perceptions of aesthetics, exclusivity and brand quality.
Design/methodology/approach
Two experimental studies were conducted with two independent samples of students ( n = 215) and the general population ( n = 291). A between-subjects design (artist name: present versus absent) was used to test the main effect and mediation, and it was replicated in two different conditions: low- and high-quality brands.
Findings
The results indicate that when an artist’s name is added to the description of an art-infused product, luxury perceptions improve significantly. These results are also explained by a significant complementary mediation of aesthetics, exclusivity and product quality.
Originality/value
This paper addresses important issues in the understanding of alternative ways to gain luxury associations through an artification strategy. This paper clearly contributes to expanding the effects of art infusion in branding, considering the use of artists’ names as a luxury perception booster. In addition, this paper provides insight into the underlying processes and guides marketers on how to manage potential artist collaborations in low- or high-quality brand contexts.
... As science and technology advance rapidly, information technology proliferates, and digital technology emerges, fundamentally altering not only the modes of life and production but also fostering novel approaches to visual communication design [5,6]. This digital technology-driven transformation has sparked a revolution in the expression of visual communication art, with its progression fueling the renewal and evolution of this artistic discipline [7,8]. ...
From the perspective of visual communication elements, this paper proposes a digital design composite model based on style migration, trying to explore and innovate art digital design technology. In the image recognition and style migration model, the attention mechanism is added on the basis of ResNet50 network model to enhance the image recognition effect, and on the basis of VGG19 deep convolutional network model and optimization algorithm to realize the image style migration technology and digital redesign. On the basis of the proposed style migration model, a graphic rendering model is further proposed by combining the GrabCut algorithm and the VGG16 neural network, so as to realize the local style migration of patterns. In the application analysis of the artistic digitization of Zhuang brocade lamps, for example, the total percentage of “very approved” and “more approved” in the assessment of the style migration effect is more than 30%, and the style migration effect is better. The average scores of the art design effect evaluation of layers, elements and color richness are 4.02, 4.15 and 4.31, which are all higher than 4 points, and the performance is good. It is also recognized by experts and ordinary respondents in the satisfaction evaluation of art design.
... First, to control for perceived differences in product likability, participants responded to four items designed to measure respondents' general attitude toward the product ("negative/positive," "unpleasant/pleasant," "bad/good," and "favorable/unfavorable"; Van Horen & Pieters, 2017). Second, to control for differences in familiarity with the products, participants were asked to indicate their level of experience with each product ("knowledge," "familiarity," "experience"; [Peluso et al., 2017]). ...
Art has been successfully positioned as a promotional tool inside marketing settings. This research examines various relationships between vintage products and art. Three studies investigated whether (a) consumers perceived vintage products as more art‐like than modern versions of the same products; (b) vintage products positively affected consumers' evaluations of nearby products by inducing art‐infusion‐like spillover effects; and (c) the observed effects emerged from the ability of vintage products to engage consumers' social‐self perceptions. This research extended the theoretical and practical utility of art‐infusion effects to a new product type (vintage) and marketing function (promotions). Consumers were more likely to view vintage products, as opposed to contemporary goods, as works of art. This research was the first to position vintage products as art, to elicit art‐like infusion effects from vintage products, and to reveal positional consequences ensuing from art‐infusion effects without utilizing art as a promotional tool. Positioning value instead emerged from placing contemporary offerings physically near vintage products in promotional contexts.
... In the fierce market competition, the change in cultural concepts has brought about new product development, product structure adjustment and economic structure changes [2][3]. Advertising art design is a cultural industry that is facing the social reality of the intermingling of culture and economy [4]. With the introduction of the concept of curriculum Civics education, many related experts and scholars have opened the research on teaching curriculum Civics and how to integrate Civics elements in the teaching process; the research has sprung up, and theoretical and practical research has also achieved fruitful results [5][6]. ...
In order to cultivate advertising design applied talents, this paper firstly combs through the status quo of the current teaching system of advertising design and designs the model of advertising design teaching system under the concept of curriculum ideology and political education. Secondly, on the basis of the classical division clustering algorithm, by adding a fuzzy set, fuzzy clustering and fuzzy center of mass and explaining the importance of distance, a weighted fuzzy clustering teaching quality evaluation model based on big data analysis is designed. In the end, the teaching model was employed to evaluate the clustering of teaching quality by accumulating educational data. The percentage of excellent teaching quality in the clustering results is about 0.35, the smallest average percentage is failing and average, which are 0.12 and 0.11, respectively, and the highest average weight is the teacher’s professional knowledge and the student’s learning achievement, which are 0.12 and 0.125, respectively.
... Nonetheless, this paper argues that this account does not always explain how consumers, as diverse individuals, internally respond to values in luxury ads. To wit, there is evidence that individual differences moderate the effect of different advertising executions (Kwon et al., 2016) and that luxury consumers' long-term desires differentially affect responses to ad visuals (Peluso et al., 2017). Consumers with low self-esteem do not react to endorsers in luxury ads in the same manner that high self-esteem individuals do (Ono et al., 2020). ...
... Art infusion involves infusing existing products or processes with art or establishing conceptual connections between them and the broader art world. The art infusion effect is the phenomenon by which a brand's involvement with art or artists in these ways leads to positive psychological associations with products (Hagtvedt & Patrick, 2008b, Leclair 2017, campaigns (Peluso et al 2017), retail design (Naletelich, & Paswan 2018), and/or the brand itself. ...
... Art infusion involves infusing existing products or processes with art or establishing conceptual connections between them and the broader art world. The art infusion effect is the phenomenon by which a brand's involvement with art or artists in these ways leads to positive psychological associations with products (Hagtvedt & Patrick, 2008b, Leclair 2017, campaigns (Peluso et al 2017), retail design (Naletelich, & Paswan 2018), and/or the brand itself. ...
This paper explores the complex relationship between art and luxury fashion, examining how this alliance has evolved from mere inspiration to become a central component of brand strategy. As luxury fashion brands increasingly integrate art through collaborations, sponsorships, and brand-owned museums, they influence consumer perceptions and redefine cultural tastes. This analysis highlights two main contributions: first, it outlines potential risks that commercializing art may pose to its societal value; second, it introduces a purpose-driven framework that suggests luxury brands can support the art world while enhancing their own brand identities. Focusing on luxury fashion as a representative sector, this paper underscores the potential for art-inspired branding to foster shared value. Finally, it calls for future research to assess the relevance of these insights across other luxury sectors, exploring whether luxury’s engagement with art can sustain meaningful cultural contributions.
... Second, this study illuminated consumers' financial wealth as an intervening factor to differentiate art infusion effect. Past research has presented art infusion effect can be moderated by brand type (Quach et al., 2022b), desire to signal status and for distinction (Peluso et al., 2017), and product type (Estes et al., 2018). This study illuminated that the effectiveness of art infusion can depend on consumers' financial wealth by proving that (a) to high-income consumers, abstract art infusion led to greater aesthetic emotion but (b) to low-income consumers, figurative art infusion led to greater aesthetic emotion. ...
What type of art infusion contributes more to positive product evaluation? The purpose of this study was to investigate the interaction effect of art infusion type (abstract vs. figurative artwork) and consumers' financial wealth on the attitude toward retailing products via aesthetic emotion. To this end, the two hypotheses was developed drawing upon (a) information-processing stage model of aesthetic processing and (b) theory of cultural capital. An experiment (N = 500) was conducted to test the two hypotheses. The results of a moderated mediation analysis using process macro revealed that to high-income consumers, infusing abstract artwork provoked greater aesthetic emotion than infusing figurative artwork. Yet, to low-income consumers, infusing figurative artwork provoked greater aesthetic emotion than inserting abstract artwork. Further, product attitude served as a downstream consequence of aesthetic emotion. These findings enrich art infusion literature by presenting a new art infusion dimension (art infusion type), its boundary condition (consumers’ income level), and its consequence (product attitude). These findings also provide novel insights into how to leverage art infusion and consumer characteristics for product promotion.
... Luxury has long used communication to embed itself in sociocultural contexts (Gurzki, Schlatter, and Woisetschläger 2019). As the cultural context is considered important for both marketing communications (Xu 2019, 405) (Peluso et al. 2017). ...
Luxury is a dynamic global industry, as well as a domain of study increasingly attracting academic interest due to its unconventional marketing and the unique characteristics of luxury brands. Marketing communication is crucial for luxury brands to signal intangible benefits and build emotional bonds, as their luxury status depends on consumer perceptions and imagery. Yet, luxury marketing communication is an uncharted research area, despite numerous calls for further studies. To aid the advancement of future research, this paper discusses a review of published research on marketing communication of luxury brands structured in line with the TCCM (Theory - Context - Characteristics - Methodology) framework. We analyze 150 empirical research articles published from 2000 to 2021 to map the characteristics of existing literature and provide a roadmap for future research. Our findings indicate that literature is diverse and fragmented in terms of its characteristics. The number of publications is rapidly rising, spurred by recent interest in social media marketing. Articles are far from uniform regarding theory use and constructs examined. Quantitative research dominates and studies reflect a focus on the luxury fashion industry and some geographical concentration. An agenda with several suggestions for future research is put forward.
... This study provides a detailed understanding of art infusion in urban hotels by highlighting the impact of art and its spillover effects on consumer satisfaction. This project will serve as an effective tool for hotels to use eco-friendly artwork to enhance the attitudes and happiness of environmentally conscious consumers, confirming the findings of previous studies [77,78]. Through the current study's findings and publication, hotels will gain new insights and information for understanding consumers' preferences based on the consumers' responses. ...
The adoption and implementation of environmental marketing strategies is the hotel industry’s new approach to maintaining a competitive advantage and attracting more green consumers. Indeed, hotels with more sustainable practices and eco-friendly artwork generate more trust and make green consumers more loyal and satisfied. However, there is little prior research which has suggested the mediating role of green artwork between customers’ levels of green perception and their hotel satisfaction. For this reason, the current authors obtained a total of 659 responses from South Korean consumers and conducted the structural equation analysis (SEM) to identify the indirect effect explaining how green arts boosts green hotel consumers’ satisfaction. Our statistical findings offer vital insights regarding the relationship between customers’ green perceptions and their hotel satisfaction, with eco-friendly artwork in the hotel interior design as the mediating variable. Finally, the current study provides a detailed understanding of art infusion to urban hotels by highlighting the impact of art and its spillover effects on consumer satisfaction.
... And the lower the brightness and color contrast, the farther away we think the "real" object; the closer to the "virtual" object, and the farther it is away from us. The application of this rule in painting is a combination of virtual and real objects [7,8]. ...
Digital media art is a new type of art with rich sensory experience. Nowadays, digitization is flooding many areas of life. Under the sprint of a large amount of information, human beings have once again entered the digital age. This article is aimed at studying the fusion of oil painting art and digital media based on visual sensors, analyzing the application of digital imaging art using sensor technology in various fields, especially in the field of oil painting art, and analyzing the effects of digital media with the support of sensor technology. The artistic characteristics and rich forms of presentation are presented, and then, the key points of digital media design are summarized. This paper proposes to bring advanced sensor technology into the field of art for research, turning boring and difficult technical data into an interesting art form, making human-computer interaction more compact and humane, and creating better works of art, so that more and more people and different fields can enjoy the scientific and technological achievements. The sensor is a kind of bionics in modern science, which enables machinery to perceive the human environment like human or animal sensory organs, through the perception and detection of this environmental change, and writing a certain program, the signal data is converted into electricity or signal, and at the same time transmit these signals to receiving organs or devices, such as device sensors that simulate organs. The art of digital photography requires the intervention of sensor technology to make interaction and virtue more complete. The sensor technology also requires the art of digital photography to provide an external display window, which can better serve mankind and create greater social value. The combination of technology and art makes the presentation of art more distinctive. The experimental results of this paper show that the integration of oil painting art and digital media based on visual sensors has made digital media have an impact on more than 58% of oil painting art works and made many oil painting art works show an unprecedented sense of science and technology, which is important for future oil painting art. The development of the company has positive significance.
... The consumers of luxury brands perceive them as representing prestige and legitimacy (Turunen and Laaksonen, 2011). The development of the luxury brand industry in India continues to develop, and the idea of luxury branding in India is transforming the lifestyle of consumers by fulfilling their demand for prestige (Ahn and Mundel, 2018;Peluso et al., 2017). ...
Consumption of luxury brands has been rising significantly, particularly in emerging economies.
While some aspects of luxury consumption may be consistent across cultural settings, certain key differences may prevail; with particular attention to the relational and experiential aspects that characterize consumer-brand engagements. The purpose of the current research is to address this previously underexplored area and study the impact of consumer-brand dyadic attributes – incorporating brand experience, brand resonance, brand trust, and consumer involvement on the pursuit of luxury brands within the Indian context. Data was gathered using a survey distributed to 413 luxury brand consumers in four major metropolitan cities in India, employing Smart-PLS for analysis. In addition to the main effects, the moderating impact of gender, geographic location, and generation were explored. The results reveal that brand experience and brand resonance are both essential for luxury consumption, with an additional moderating role of generation and gender. Furthermore, consumer involvement is found to mediate the relationship. Implications for scholarship and practice are discussed.
... To the best of the authors' knowledge, only one paper explicitly focusing on IMC in the context of luxury branding was located. Nevertheless, research dealing with specific aspects/ elements of luxury marketing communications, is expanding (cf.Kong, Witmaier and Ko 2020;Peluso, Pino, Amatulli, and Guido 2017). At the same time, it has been noted that the IMC concept is inextricably linked to the concept of the brand and the consumer (Kitchen 2017). ...
Conference Proceedings of the 25th International Conference on Corporate and Marketing Communications
... Artistic interior design is normally known to be a part of marketing performance [10,11]. However, it is not just a marketing performance; it elaborates the consumers' responses as an environmental stimulus [12,13] by provoking emotional and cognitive responses [14,15]. Therefore, the artistic interior design elements were considered as effective sensory stimuli to consumers [16,17]. ...
Based on the stimuli–organism–response framework, this study investigates how artistic stimuli (i.e., interior design) influence a person’s mental responses (i.e., situational satisfaction and stress). Prior to checking the main analysis, demographic features were checked to determine whether they were significant precedents to the stimuli by using hierarchical linear modeling. As the main model, structural equation modeling was used to find (a) how stimuli (i.e., interior design) were associated with organisms (i.e., emotional perception) and (b) how organisms were associated with mental responses. The results showed that demographic features were not significantly associated with the stimuli. Stimuli were partially and significantly associated with organisms and the organisms were partiall y and significantly associated with the mental responses. The study has implications for practitioners in commercial fields who might recognize the importance of interior design and employ their utilities in practical applications.
... Second, our research examines three different luxury brands (Louis Vuitton, Rolex, and Gucci) and product categories (handbag, watch, and jacket). However, it would thus be of interest to extend the examinations of the predicted effects across different luxury products (e.g. luxury cosmetics) and services (e.g. luxury tourism) because of the complexity of luxury brands (Kwon et al., 2016;Peluso et al., 2017). ...
The integration of sustainability within luxury brands is of increasing concern to practitioners and academics alike. Thus, it is important to consider how brands can develop effective communication strategies to promote sustainable luxury brands, particularly among an increasingly skeptical consumer base. This research thus investigates the impact of advertising slogans with negations (vs. affirmations) in this regard. Three experimental studies show that advertising slogans with negations (vs. affirmations) increase brand trustworthiness (Studies 1 and 3) and favorable brand attitudes (Studies 1 and 2) among consumers with high levels of skepticism. Notably, this effect is driven by an increased cognitive flexibility (Study 3). The findings of this research can assist sustainable luxury brand managers in developing effective communication strategies to increase favorable consumer responses to sustainable luxury brands.
... As the emotional atmosphere of a store influences consumer behavior [25], many stores have begun to utilize attractive appliances that are more likely to be considered artistic [10,41]. In addition, inversely, the adaption of artistic components in a store was revealed to be associated with consumers' cognitive and emotional responses [37,42]. As a result, consumers' perceptions of art are assumed to be influenced by emotional affection in hedonic consumption (e.g., shopping) before the perception of marketing performance. ...
In this study, the main research purpose was to determine whether artistic components of interior design in a store lead consumers to have different perceptions of the store. There were three main research questions. The first was whether consumers perceived the artistic components in a store visually. Second, based on the first research question, this study explored whether the artistic displays at the show window, around the furniture, and around the stairs were associated with consumers’ perceptions of the store as environmental-friendly. The third research question explored how the consumers’ perceptions of artistic and environment-friendly components were associated with the conventional marketing performance of the store. The 2 Stages Probit Least Squares (2SPLS) method was utilized to answer the first and second research questions and the 2 Stage Least Squares (2SLS) method was utilized for the third research question. Findings indicated that consumers had significant emotional responses from seeing artistic components in a store. In addition, these perceived art elements were associated with marketing performances, including pro-environmental perception, store differentiation, brand image, and consumer satisfaction. The practical implications were included in the discussion.
... To the best of the authors' knowledge, only one paper explicitly focusing on IMC in the context of luxury branding was located. Nevertheless, research dealing with specific aspects/ elements of luxury marketing communications, is expanding (cf.Kong, Witmaier and Ko 2020;Peluso, Pino, Amatulli, and Guido 2017). At the same time, it has been noted that the IMC concept is inextricably linked to the concept of the brand and the consumer (Kitchen 2017). ...
Through-out human history, people have a tendancy to rely on trustworthy sources in their interactions and when exchanging information such as scholars, government representatives or organisation icons. However, this is no longer the case as the digital era has emerged. Currently, individuals tend to virtually trust other people at the other end of their screens, the main commonality between them is that they use both the internet and certain social platforms (Keib et al., 2018). Social networking websites are hugely impacting individuals’ opinions according to the current stream of opinions and news.
... From the marketing perspective, Chandon et al. (2016) has posited that the presence of multiple luxury appeals often creates challenges for marketers when selecting appeals for luxury branding strategies. In particular, existing literature is particularly unclear in terms of how marketers can advance the efficacy of communication messages, considering the sophistication of luxury brand imagery (Hagtvedt & Patrick, 2009;Kwon et al., 2016;Peluso et al., 2017). Thus, despite the growing interest to understand luxury consumer behavior, given the complexity of modern luxury brands, it is unclear how to develop effective and persuasive communication strategies in promoting such brands (Freire, 2014;Kwon et al., 2016). ...
The complexity of luxury brand imagery creates challenges for managers when selecting appeals for luxury branding strategies. Against this backdrop, the present research studies the potential of mixed emotional appeals in enhancing the persuasiveness of luxury advertising. Across two experimental studies, this research shows that luxury brand advertising featuring mixed emotional appeals of happiness and sadness (vs. happiness alone) will enhance higher levels of purchase intentions. Furthermore, this effect is driven by narrative transportation. In doing so, this research offers an innovative theoretical viewpoint on the effect of mixed emotional appeals on consumer selection. Managerially, these findings provide implications for marketing practitioners and industry professionals in developing effective marketing communication strategies for luxury brands.
... On the marketing management side, this kaleidoscopic range of luxury value appeals poses new challenges for luxury branding strategies (Chandon et al., 2016). The extant theory is particularly underdeveloped with regard to how luxury marketers can improve the effectiveness of marketing communications, given the complexity of luxury brand imagery (Hagtvedt and Patrick, 2009;Kim et al., 2016;Kwon et al., 2016;Peluso et al., 2017). In particular, considering that modern luxury brands evoke multiple appeals (e.g. ...
Purpose
This study aims to investigate how the effectiveness of luxury advertising can be improved by matching the emotional (promotion pride vs prevention pride) and luxury value (authenticity vs exclusivity) appeals within advertising messages.
Design/methodology/approach
Three experiments were conducted. Studies 1A and 1B establish the influence of incidental emotions and regulatory focus on consumer preferences for divergent luxury value appeals (exclusivity vs authenticity) within advertisements. Study 2 shows the match-up effects of congruent emotional and luxury value appeals on advertising effectiveness.
Findings
The authors offer causal evidence that promotion pride increases the preference for exclusivity appeals, whereas prevention pride increases the preference for authenticity appeals in luxury advertising.
Research limitations/implications
The study offers a novel perspective into the ways consumers evaluate different value appeals in luxury advertising and establishes the important role played by emotions within such evaluations.
Practical implications
Marketers of luxury products can increase the effectiveness of their advertising campaigns by considering the fit between emotional and luxury value appeals. Specifically, the authors show that the congruent matching of promotion pride with exclusivity appeals and of prevention pride with authenticity appeals within advertising messages can elicit more favorable consumer responses.
Originality/value
The study is the first to illustrate novel “match-up” effects: it shows when and how different luxury value appeals (exclusivity vs authenticity) and emotions (promotion pride vs prevention pride) influence the effectiveness of luxury advertising.
... The original paper by Hagtvedt and Patrick (2008a) and following studies (e.g. Lee, Chen, & Wang, 2015;Peluso, Pino, Amatulli, & Guido, 2017) explained the art infusion effect mainly by the impact of the art on the luxury perception. In addition to this "luxury" effect of art, classical theories on image spillover (e.g. ...
Combinations of art and products are a classic and current topic. Examples like the collaboration of the Medici with artists in the Renaissance or the logo development of Chupa Chups by Salvador Dali are historical examples. The BMW art cars by Jeff Koons and Cao Fei or the art‐based special editions of Louis Vuitton bags are current best practices. All these cases expected a positive impact of art on the product or brand evaluation. This spillover effect was coined “art infusion effect” by Hagtvedt and Patrick. This, as well as further studies on the art infusion effect, are predominantly concerned with classical fine arts. However, despite an observable increase of urban arts‐brands collaborations, the effects of these have not been researched. Our study determines that graffiti and street art are perceived by consumers as art. To confirm the art infusion effect for urban art, a laboratory experiment was conducted. The presence of urban art has a favourable influence on the evaluation of products. These results replicate and extend the findings of Hagtvedt and Patrick. As drivers of the urban art infusion effect, we also identify two additional drivers: the fit between the art and the product and the “lifestyle perception”.
Artification, the transformation of non‐artistic objects, practices, or domains into art or art‐like entities, has emerged as a pivotal concept in philanthropy and marketing. This paper develops a conceptual and theoretical framework to examine artification, emphasizing its capacity to add cultural, emotional, and symbolic value across diverse domains. By synthesizing interdisciplinary perspectives, the framework identifies five key components of artification: art infusion, contextual recontextualization, cultural capital accumulation, market and institutional legitimation, and public perception. These elements interact dynamically, illustrating how artification enhances consumer engagement, legitimizes social causes, and elevates brand identity. The framework highlights artification's implications for the third sector, where it strengthens advocacy efforts and fosters emotional resonance, while also critically addressing tensions between authenticity and commodification. This research contributes to understanding artification's transformative potential, offering practical insights for organizations aiming to integrate art into their strategies for differentiation, legitimacy, and societal impact.
Purpose
The purpose of this paper is to empirically test the artist contagion effect. This effect suggests that the physical contact of the artist in creating the art leads to a transfer of the artist’s essence onto the artwork featured on a product, thereby enhancing consumers’ willingness to pay for such products featuring this art.
Design/methodology/approach
This research conducted four online experimental studies to examine the artist contagion effect.
Findings
This research first uncovered the transfer of the artist’s essence onto the art featured on a product, providing the foundation for the proposed artist contagion (prestudy). Following this, this research validated the artist contagion effect (Study 1) and then ruled out potential alternative explanations for the effect (Study 2). Lastly, this research demonstrated that the immorality of the artist can limit the artist contagion effect (Study 3).
Research limitations/implications
The perception of luxury has been regarded as a mediator explaining why a product featuring art can command a high product valuation. By conceptualizing and verifying the artist contagion effect, this research introduces another mediator, the artist’s essence, accountable for even a greater product valuation.
Practical implications
Visual artists should be included in the marketing of products featuring art. Marketers should communicate the physical contact that occurred during the creation of the art featured on a product.
Originality/value
This research highlights the crucial role of visual artists in the marketing of products featuring art, a role often overlooked in the extensively researched art infusion effect.
This article investigates the diverse artification strategies used by luxury fashion brands to strengthen their connection with the art world and emphasises how these strategies infuse objects, practices, and brands with artistic value. Using a theoretical framework, the research classifies the Altagamma and Comité Colbert brands into distinct clusters representing various stages of the artification process, from early exploration to full integration of artistic practices. The study analyses the ways in which these stages reflect the brands’ historical evolution and strategic investments in artification, particularly in response to market threats. Between 2019 and 2024, 81.25% of the 39 brands examined in this study engaged in at least one artistic activity, such as artist collaborations, art installations or incorporating artistic elements into collections. This study offers new insights by expanding the understanding of artification and classifying underexplored connections between luxury brands, artists and non‐profit cultural institutions. It reveals how brands, despite differing approaches, recognise artification as a key strategy in enhancing identity and positioning in the luxury market.
Artification refers to the process by which objects, practices, or entities not traditionally considered art are transformed into socially accepted art forms. A common example is graffiti, which was once regarded as vandalism but has since evolved into a recognized and celebrated form of art, but organizations and brands can also engage in artification strategies. This special issue of the Journal of Philanthropy and Marketing explores the concept of artification, with a particular focus on its application within the third sector. The six papers in this issue examine how artification fosters creativity, innovation, and social impact in non‐profits. Through case studies and empirical research, the issue demonstrates how third‐sector organizations, such as arts and culture institutions, charities, and foundations, can leverage artification not only to support the arts but also to enhance their legitimacy, build stronger community relationships, and increase credibility with stakeholders. The special issue examines studies on artification in both non‐profit organizations and corporate initiatives, emphasizing how art fosters social sustainability through creative partnerships. Collectively, these papers underscore the transformative potential of artification in the third sector, offering valuable insights for non‐profits seeking to integrate art into their strategic initiatives and enhance their social impact.
Scarcity cues are increasingly being employed as marketing tactics. However, it remains unclear whether and how supply-led and demand-led scarcity cues differentially affect purchase decisions for art-infused products. Building on the literatures of scarcity and the art infusion effect, the present research shows that supply-led scarcity cues enhance consumers’ likelihood of purchasing art-infused products, while demand-led scarcity cues work better for their non-art counterparts. Perceived prestige and perceived risk, respectively, underlie these effects. Further, regulatory focus and social visibility moderate the effects. The empirical investigation comprises eight studies—in field, lab, and online settings. The findings of this research extend theoretical insights in the literature on scarcity and the art infusion effect and provide relevant managerial implications.
Purpose
The expansion of lifestyle and luxury markets has necessitated new marketing techniques. Recently, brand addiction has been a new topic in luxury repurchasing. The information reported in the literature regarding the effectiveness of brand addiction is insufficient and controversial. This research aimed to assess the role of brand addiction in Islamic consumers who purchase luxury smartphone brands.
Design/methodology/approach
Survey responses were collected from an online sample of 384 luxury consumers in Iran. The methods were evaluated using software (smart PLS 3) to test the hypothesis.
Findings
According to the uniqueness theory, the authors completed that brand addiction and consumer relationships are different and relative in each luxury product. The results positively determine that brand addiction has a more significant impact than brand jealousy, brand love and brand experience in repurchasing luxury consumers.
Research limitations/implications
This study helps expand the literature on luxury repurchases and contends that brand addiction creates a new perspective in understanding behavioral addiction.
Practical implications
This paper provides insights for current and future marketers and managers, especially in Iran.
Originality/value
This investigation is the first study on the impact of different dimensions of brand addiction on luxury smartphone repurchase intention. In this regard, the findings of the study are important in the luxury market and extend current knowledge on repurchasing luxury products such as in Iran.
Purpose
Art-infusion has become a common practice among brands across the globe. This is because marketers leverage the uniqueness and prestige of arts to earn superior profits. Hence, this research aims to understand and measure consumers' willingness to pay (WTP) for art-infused products.
Design/methodology/approach
A questionnaire was designed based on conjoint analysis and was responded to by 470 respondents from India. The estimation of preference functions in conjoint analysis was intended to use orthogonal arrays to measure WTP.
Findings
The study reveals consumers' utility and WTP for different art-infused products. The results indicated that consumers have the highest WTP for products that have artwork dominated by the visual elements of colour, shapes and space.
Practical implications
The paper presents valuable findings for marketers to develop their product design and earn superior profits.
Originality/value
This is the first study in the domain of the art infusion phenomenon that measures WTP for non-luxury art-infused products. Also, this is the first study to measure WTP for different kinds of art forms.
Product design is often the first point of contact between the consumer and firm through an internet search, advertisements or retail aisles and art is an innovative way to transform it and grab eyeballs. Hence, this study aims to recognize and categorize latent consumer values that interplay the mental map of the consumers while consuming the art-infused products using mean end chain analysis and the Laddering approach. Data collected through n = 39 face-to-face in-depth interviews from individuals with both inclination and aversion towards art, helped us to identify Functional (premium quality), Hedonic (social interaction, knowledge-seeking, and sense of joy and peace), and Symbolic (reflect personality, uniqueness, and seek attention) values. Moreover, it highlights the practical applications that can facilitate marketers to cater to their target consumers’ desired values.
Purpose
This study aims to provide a structured and comprehensive synthesis of studies of the art infusion phenomenon, which describes the influence of art on consumers’ perception and evaluation of a product with which that art is associated. Further, this study aims to identify the issues in the literature and suggest future research directions.
Design/methodology/approach
Publications relevant to the art infusion phenomenon until 2021 were identified through a systematic literature review. Subsequently, the 35 retrieved articles that met the selection criteria were evaluated using descriptive and content analyses.
Findings
This literature review brings to light the origin, significance, evolution and development of the art infusion phenomenon. This study highlights the catalogue of drivers of this phenomenon and illuminates the interrelationships among the factors through a conceptual model using the stimulus-organism-response (SOR) paradigm.
Research limitations/implications
This study adds to the art infusion literature by synthesizing extant studies and presenting a comprehensive overview of the subject, thereby motivating its prorogation and becoming a single point of reference for scholars.
Originality/value
The art infusion phenomenon has become a dominant theoretical pillar in the fields of arts and branding. However, little effort has been made to systematically review research on the phenomenon and consolidate its findings. To address this gap, this study first identifies and categorizes the factors that influence the art infusion phenomenon using the SOR paradigm. This study then creates a conceptual model that elucidates the interrelationships among the key elements of the phenomenon.
This chapter aims to present how luxury brands engage in cultural production and strategically use it for the acculturation of a global consumer culture. A content analysis is adopted from interviews of luxury brands’ creative designers were analyzed through content analysis. Our findings underpin the relevance of cultural production for luxury brands and indicate how the combination of the above can be strategically used. Managerial and academic implications are discussed.KeywordsArtsCultural productionGlobal consumer cultureAcculturation to global consumer cultureLuxury brand
Previously, signaling status had been primarily studied from the conspicuousness of luxury brands, including high prices and prominent designs. However, less attention has been directed toward other elements of brands that could be strategically managed in order to enable consumers signaling status. This study synthesizes the literature using a framework based on four intangible attributes of luxury brands: user profile, purchase usage, personality and values, and heritage. The topics studied under each of the four intangible attributes were analyzed using a systematic approach. Based on the interconnectedness of the topics studied, this review proposes that the intangible attributes used as a framework may have a synergistic interaction, in contrast with the current perspective that considers them as independently and equally relevant for consumers signaling status. It also reports the psychological function of these intangible attributes and supports the notion that consumers use luxury brands either to routinely affirm their status within a group or to enhance that status. This review contributes to the literature on luxury and signaling by considering luxury consumption as a social process. A functional perspective on the intangible attributes of luxury brands provides the basis for some insightful directions to advance this field of research.
This chapter proposes the notion that materialism (i.e., the individuals’ tendency to appreciate material possessions more than spiritual values) could be a major determinant of consumers’ intention to purchase NFT-based digital products. Thus, it presents an empirical study that tests this notion in a virtual artworks’ setting. The obtained results provided evidence for this notion by showing a positive relationship between materialism and consumers’ intention to purchase NFT-based artworks.KeywordsArt settingNFT-based productsMaterialismConsumers’ purchase intention
Günümüzde birçok markanın ortaya çıkması ile birlikte işletmeler ve tasarımcılar moda tüketicileri ile birlikte uzun vadeli ilişki kurmak istemektedirler. İşletmeler ilişki içerisinde bulundukları moda tüketicilerinin değişen ve sürekli farklı ürünler görmek isteme ihtiyaçlarını karşılamak için sanat akımlarından yararlanma yoluna gitmişlerdir. Yapılan çalışmada Chiristian Dior markasının moda tüketicileri ile interaktif olarak uzun süre ilişki kurmak, hedef pazarda sürekliliği sağlamak ve ürünleri diğer markalardan farklı tasarlamak için hazırlanan tasarımlarda ilham alınan sanat akımı olan izlenimcilik incelenmiştir. Bu amaçla, elbise tasarımlarından ve reklam faaliyetlerinden örneklere yer verilmiştir. Araştırmada belge tarama yöntemi kullanılmış; kitap, dergi, makale ve sosyal mecralardan yararlanılmıştır. Bu bağlamda, yeni bir koleksiyon oluşturmada farklı sanat akımlarından yararlanmanın ve markanın geçmişine sahip çıkarak yeniyi geçmişten ilham alarak ortaya çıkarmanın moda perakendesine olan katkılarının olumlu yönde olduğu anlaşılmaktadır.
This research focused on a novel property of product videos, namely the zoom effect, and examined how it affects consumers’ product perceptions and purchase intentions. The results of the studies conducted confirmed our hypothesis that a product video shot with the zoom‐out (vs. zoom‐in) effect, that is, changing the focus from the product’s details to an overview of the product, enhances consumer perception of the product’s luxuriousness (Study 1) and purchase intention (Study 2). The effect of zooming‐out (vs. zooming‐in) on luxury perception was driven by perceived exclusivity via differences in perceptual distance to the product (Study 2). Furthermore, the present research also demonstrated that the zooming’s effect on purchase intention was moderated by brand positioning; that is, the zoom‐out (vs. zoom‐in) effect used in product videos increased purchase intention for luxury (but not non‐luxury) brand products (Study 3). These findings contribute to a better understanding of the role of videographic techniques in advertising products’ luxuriousness to consumers.
This chapter focuses on Gucci, a successful luxury company that has managed to renew its brand and revolutionize its business model by employing artification strategies based on contamination. Guccification is a term first used by the company itself to its intent to make all its clothes and accessories express a Gucci style. Today, after the launch of this complex, visionary strategy, Guccification represents a successful marriage of fashion, art, and ethical issues driven by new leadership under chief executive officer (CEO) Marco Bizzarri and creative director Alessandro Michele. The chapter explores how Gucci is evolving into an art-oriented company due to the revolutionary vision of its creative leadership. Indeed, the brand is being transformed from a simple fashion company into a cultural icon. Accordingly, its commitment to artification can be analyzed from three different perspectives: art within fashion, an artistic business vision, and a culture of purpose. This chapter examines how the Gucci brand has been able to redefine luxury by bringing together art and fashion, leading a new, emerging movement.
This introductory chapter provides the theoretical foundation for the phenomenon of artification—that is, the transformation of nonart into art—which has been increasingly strategically employed by luxury fashion brands in recent times. The chapter provides context and background to position the case studies analyzed in the following chapters of the book. First, it reviews the literature on artification, tracing the origins of the concept and illustrating its transdisciplinary nature. Second, it lays the groundwork for the identification of the benefits of artification for luxury fashion brands and art institutions. In particular, it illustrates how two apparently far-removed sectors, such as art and luxury fashion, are increasingly interacting and collaborating to achieve mutual benefits. Finally, the chapter proposes a classification of artification processes based on different degrees of interaction between the luxury fashion and art sectors. Notably, the authors identify synergies, contaminations, and hybridizations as incremental stages of the artification of luxury fashion brands.
The art infusion effect posits that exposure to visual artworks heightens the perceived luxuriousness of related brands. Across six studies conducted in different cultural settings, we establish that the art infusion effect is dependent on cultural congruence. That is, when the artwork’s country‐of‐origin (CO) is culturally congruent (vs. incongruent) with the brand’s CO, such an artwork bestows higher perceptions of brand luxuriousness. This occurs because cultural incongruence attenuates the art infusion effect. We term this moderating effect as brand‐artwork CO congruence, and show that it qualifies art infusion even if the congruent (vs. incongruent) artwork CO is stereotypically perceived as less luxurious. We further show that perceived brand authenticity underlies the effect of brand‐artwork CO congruence. Overall, the present research illustrates that cultural congruence and subsequent perception of authenticity are critical components of the art infusion effect.
This chapter is dedicated to the explanation of two main communication activities which, as evidenced by the literature, can benefit the most from an interaction with the art world: advertising and (art) sponsorship.
As a burgeoning area of research, Arts and Business still lacks clearly defined boundaries, thus requiring the largest possible contribution from previously validated research. So as not to neglect any important contributions, the review of the relevant literature which follows focuses mainly on research conducted in the area of management. In order to assure that literature review was as complete as possible, we adopted a method called systematic literature review. After an overview of this methodology, its application will be deeply described. A description of the results obtained will follow, together with the main literature strands highlighted in the field of Art and Business.
This study examines the various dimensions of the incorporation of arts in advertising from a Jordanian perspective. Conducted qualitatively, semi-structured interviews are held with a number of practitioners from the private sector. These interviews are translated and analyzed through constant comparison theory (CCT). Findings of this study suggest a congruency with the theory regarding the commonalities of art and marketing, as both are concerned in communicating a message. The employment of artists in the promotion of products and brands generate a further alignment. Furthermore, cultural observations are also generated in this study, including the local population’s preferred tendencies towards mainstream art and their evident preferences of music, images, and animation as the most used art form in marketing. Moreover, calligraphy is deemed a favored art element across various segments due to historical and cultural considerations. In the same vein, capitalizing on patriotism via local arts resonate positively with various market segments. Fine arts are correlated with upper markets and luxury brands, while mainstream art and parody-advertising are more in line with commoners. The same applies to emotional appeals that align with social and psychological utility seekers, as opposed to rational appeals that influence functional and financial utility seekers. Product-placement is considered influential but lacks consistency of adoption due to the high costs involved. Contributions to this study reveal the significance synergy that must be present between the incorporated art/artist and the brand. Findings also indicate the infusion and reference of art in a digitalized context, due to the explosive emergence of digital and social media channels. Moreover, a satisfactory level of awareness in regards to the importance of art in marketing appears to be possessed by marketing managers in Jordan. Observations further reveal a lack of systemization in approaching arts-advertising, as art endorsement tends to be random. Moreover, the findings reveal a scattered knowledge of art terminologies, which obstructs astute selection of art elements.
Key words: Arts, Advertising art, Art Tools
Luxury brands are currently addressing the issues arising from the “democratization” of luxury consumption by looking for new ways to reinforce their aesthetic, moral and symbolic value. Along with this challenge, luxury brands are facing the growing consumers’ concern about the social and environmental impact that luxury brands’ activities bring forth. In this chapter, we propose that associating luxury products and brands with the concept of art and artworks might help luxury companies tackle these issues. We start from the definition of luxury and the analysis of the motives behind luxury consumption and then discuss the role played by sustainability in luxury through an overview of the main characteristics of luxury goods, such as scarcity and durability, that make them be considerable as sustainable in nature. Next, we discuss the idea that luxury and art share some important elements, such as the inherent strong emotional value, the relevance of craftmanship and savoir faire, and, above all, the idea of durability (defined as the ability of a product to maintain its quality and value over time), which characterizes both luxury products and artworks. In particular, building on this premise as well as on previous studies documenting the existence of the so-called art infusion effect—defined as the general positive effect that the presence of art in product advertising has on product evaluation and perception—we propose that the relevance of the artist’s craftmanship in the process of the artwork creation positively influences consumers’ perceived durability of the product advertised, which, in turn, positively affects consumers’ purchase intention. Results of an experimental study discussed next support for our hypothesis. Theoretical contributions of our study and managerial implications of our findings are finally discussed in the chapter.
This paper describes the development and validation of a short, reliable, and valid self-report scale to measure status consumption, the tendency to purchase goods and services for the status or social prestige that they confer on their owners. Items were written to reflect the conceptual meaning of the construct. Six studies were conducted to purify the scale and demonstrate its unidimensionality, internal consistency, validity, and freedom from response bias. The resultant scale measures an individual difference construct distinct from social class or materialism. Differences in self-reported status consumption are also shown to be positively correlated with ownership of brands reputed to be higher in status than competing brands.
Purpose
– In recent years, scholars have begun suggesting that marketing can learn a lot from art and art history. This paper aims to build on that work by developing the proposition that successful artists are powerful brands.
Design/methodology/approach
– Using archival data and biographies, this paper explores the branding acumen of Pablo Picasso.
Findings
– Picasso maneuvered with consummate skill to assure his position in the art world. By mid-career, he had established his brand so successfully that he had the upper hand over the dealers who represented him, and his work was so sought-after that he could count on selling whatever proportion of it he chose to allow to leave his studio. In order to achieve this level of success, Picasso had to read the culture in which he operated and manage the efforts of a complex system of different intermediaries and stakeholders that was not unlike an organization. Based on an analysis of Picasso's career, the authors assert that in their management of these powerful brands, artists generate a complex, multifaceted public identity that is distinct from a product brand but shares important characteristics with corporate brands, luxury brands and cultural/iconic brands.
Originality/value
– This research extends prior work by demonstrating that having an implicit understanding of the precepts of branding is not limited to contemporary artists and by connecting the artist to emerging conceptualizations of brands, particularly the nascent literatures on cultural, complex and corporate brands.
Does visual art enhance the prestige of luxury brands? To test the integration effect of luxury brands and art, we conduct two studies using the Louis Vuitton (LV) brand. This paper shows that visual art enhances consumers’ perceived prestige value, including perceived conspicuous value, perceived unique value, perceived quality value, and perceived hedonic value, but that it has no effect on perceived extended self. Further, this effect is strengthened when the price of the product is between 25 and 50 % higher than the price of a comparable product.
Ever since Veblen and Simmel, luxury has been synonymous with conspicuous consumption. In this conceptual paper we demonstrate the rise of inconspicuous consumption via a wide-ranging synthesis of the literature. We attribute this rise to the signalling ability of traditional luxury goods being diluted, a preference for not standing out as ostentatious during times of economic hardship, and an increased desire for sophistication and subtlety in design in order to further distinguish oneself for a narrow group of peers. We decouple the constructs of luxury and conspicuousness, which allows us to reconceptualise the signalling quality of brands and the construct of luxury. This also has implications for understanding consumer behaviour practices such as counterfeiting and suggests that consumption trends in emerging markets may take a different path from the past.
In this paper individual differences in conspicuous tendencies are examined. A new definition of the construct is proposed and, through critical evaluation of the extant literature, the need for a proper scale is posited. Then an extensive exercise is taken up to develop and validate the scale. The 11-item scale is found to be uni-dimensional, to have a factor structure that is generalisable across student and non-student samples, and has acceptable internal and test–retest reliabilities. The scale's validity is attested to by its theoretically tenable relationships with other personality measures. Copyright © 2011 John Wiley & Sons, Ltd.
Through an ethnographic study of how consumers perceive and experience Louis Vuitton flagship stores, we show that luxury stores are becoming hybrid institutions, embodying elements of both art galleries and museums, within a context of exclusivity emblematic of luxury. We create the term "M(Art)World" to capture the essence of this aesthetically oriented strategy. Participants take note of the company's sleekly elegant architecture, interior design, and adroit use of lighting that are modelled after those of museums housing world-class exhibits. The store's merchandize is artisanal, often produced in collaboration with artists. Objects for sale are displayed alongside actual art, rendering both products equivalent. Employees function as curators, offering guidance and knowledge, as well as goods for sale. We analyze how luxury consumers experience and evaluate the ways in which luxury stores operate as contemporary art institutions, and extrapolate those insights into managerial implications for other retail venues.
Growth is the biggest challenge for a luxury brand in that volume dilutes the brand cachet. In addition, it violates the credo of rarity on which the luxury sector is originally based. This article reveals how the current leading luxury brands use ‘artification,’ a process of transformation of nonart into art, to circumvent the volume problem. Artification takes time and substantial investment. It cannot be undertaken by the brands alone: It requires the active collaboration of art authorities and renowned artists. The goal is to change the status of the brand, of its founder and products, and in so doing, to reinforce the idea of a better-than-ordinary brand whose price and symbolic power are undisputed. It is also strategic for the globalization of luxury: Art is universal.
We present a set of studies that tested the hypothesis that creative style is
recognizable within and across domains. Art students were shown two sets of
paintings, the first by five famous artists and the second by their art student
peers. For both sets, they guessed the creators of the works at above-chance
levels. In a similar study, creative writing students guessed at above-chance
levels which passages were written by which of five famous writers, and which
passages were written by which of their writing student peers. When creative
writing students were asked to produce works of art, they guessed at
above-chance levels which of their peers produced which artwork. Finally, art
students who were familiar with each other's paintings guessed at above-chance
levels which of their peers produced which non-painting artwork. The findings
support the hypothesis that creative styles are recognizable not just within
but also across domains. We suggest this is because all of an individual's
creative outputs are expressions of a particular underlying uniquely structured
self-organizing internal model of the world.
The consumer satisfaction literature has not, for the mos part, integrated individual values into the product evaluation process.
Yet a comprehensive understanding of consumer satisfaction can best be attained by including both consumer and product factors.
To demonstrate the usefulness of including individual values, this research focuses on one consumer value, namely, materialism.
The authors empirically explore how this individual value is linked to consumers’ evaluations of products they have purchased.
Using surveys, the authors collected data from a sample of college students (n=211) and a sample of adults (n=270). Across these two studies, using divergent samples and products, they find consistent evidence that materialism is negatively
related to product satisfaction in product categories with high potential for status signaling, but unrelated to product satisfaction
in product categories with lower potential for status signaling. The consumption goals that produce these product evaluations
are empirically addressed
The physical form or design of a product is an unquestioned determinant of its marketplace success. A good design attracts consumers to a product, communicates to them, and adds value to the product by increasing the quality of the usage experiences associated with it. Nevertheless, the topic of product design is rarely it ever, encountered in marketing journals. To bring needed attention to the subject of product design and enable researchers to better investigate design issues, the author introduces a conceptual model and several propositions that describe how the form of a product relates to consumers' psychological and behavioral responses. After presenting this model, the author describes numerous strategic implications and research directions.
Purpose
The purpose of this paper is to argue that greater awareness of the connections between the traditions and conventions of visual art and the production and consumption of images leads to enhanced ability to understand branding as a strategic signifying practice.
Design/methodology/approach
Several prominent, successful artists served as case studies to illuminate the potential for insights into the interconnections between art, branding, and consumption by turning to art history and visual studies. Discusses the cross‐fertilization of art and branding, focusing on three contribution areas: the interactions between art, brands and culture, the self‐reflexivity of brands, and brand criticism.
Findings
Successful artists can be thought of as brand managers, actively engaged in developing, nurturing and promoting themselves as recognizable “products” in the competitive cultural sphere.
Originality/value
This paper places brands firmly within culture to look at the complex underpinnings of branding, linking perceptual and cognitive processes to larger social and cultural issues that contribute to how brands work and argues that art‐centred analyses generate novel concepts and theories for marketing research.
In seeking to expand an understanding of consumption, this study assesses the relationship between status consumption and conspicuous consumption. Theoretically, the relationship between status consumption and conspicuous consumption is problematic and, therefore, the main focus of this paper examines the theoretical and empirical separation of consumers' status consumption and conspicuous consumption. Data were gathered via a survey of individuals aged between 18 and 25. The findings indicate that status consumption and conspicuous consumption are distinct constructs. Differences in status consumption tendencies between males and females were not found; however, in relation to conspicuous consumption gender differences were found. Status consumption was affected by self-monitoring and interpersonal influences, but conspicuous consumption was affected only by interpersonal influences. The brands examined also clearly differed in terms of status and conspicuous consumption perceptions.
Drawing from costly signaling theory, we predicted that luxury consumption enhances status and produces benefits in social interactions. Across seven experiments, displays of luxury — manipulated through brand labels on clothes — elicited different kinds of preferential treatment, which even resulted in financial benefits to people who engaged in conspicuous consumption. Furthermore, we tested preconditions in which the beneficial consequences of conspicuous consumption may arise and determined the proximate mechanisms underlying them. The present data suggest that luxury consumption can be a profitable social strategy because conspicuous displays of luxury qualify as a costly signaling trait that elicits status-dependent favorable treatment in human social interactions.
R eference groups influence product and brand evaluations, especially when the product is a publicly con-sumed luxury good. Marketers of such luxury goods need to carefully balance two important social forces: (1) the desire of leaders to distinguish themselves from followers and (2) the countervailing desire of followers to assimilate with leaders. In this paper, we examine the theoretical implications of these social forces for firm prices, product design, and target consumer selection. We show that the presence of reference group effects can motivate firms to add costly features, which provide limited or no functional benefit to consumers. Further-more, reference group effects can induce product proliferation on one hand and motivate firms to offer limited editions on the other hand. We find that offering a limited edition can increase sales and profits. In some cases, reference group effects can even lead to a buying frenzy.
This research introduces "brand prominence," a construct reflecting the conspicuousness of a brand's mark or logo on a product. The authors propose a taxonomy that assigns consumers to one of four groups according to their wealth and need for status, and they demonstrate how each group's preference for conspicuously or inconspicuously branded luxury goods corresponds predictably with their desire to associate or dissociate with members of their own and other groups. Wealthy consumers low in need for status want to associate with their own kind and pay a premium for quiet goods only they can recognize. Wealthy consumers high in need for status use loud luxury goods to signal to the less affluent that they are not one of them. Those who are high in need for status but cannot afford true luxury use loud counterfeits to emulate those they recognize to be wealthy. Field experiments along with analysis of market data (including counterfeits) support the proposed model of status signaling using brand prominence.
Why do people purchase objects that were once owned by celebrities, such as film stars or politicians, and also by despised individuals, such as serial killers and notorious dictators? The present studies examine three potential explanations: mere associations, market demands, and contagion (the belief that these objects contain some remnants of their previous owners). Results indicate that while market demands do play a role, contagion appears to be the critical factor affecting the valuation of celebrity possessions. Manipulating the degree of physical contact that a celebrity has with an object dramatically influences consumers’ willingness to purchase it, and individual differences in sensitivity to contagion moderate this effect. Additionally, the valuation of celebrity possessions is principally explained by measures of contagion, and subliminally activating the concept of contagion changes consumers’ willingness to purchase celebrity objects. Theoretical and practical implications of these findings are discussed.
Different art objects are likely to be priced by means of different systems of hedonic characteristics; more precisely, different evaluation procedures for high and low price items are often postulated. However, the empirical evidence on this point is scant. The main purpose of this paper is to fill this gap by using the quantile hedonic regression approach. The empirical evidence, based on a data set of 716 Picasso paintings sold at auction worldwide, highlights the critical role of the price classes in determining the evaluation criteria of art items.
It is hypothesized that creativity arises from the self-mending capacity of an internal model of the world, or worldview. The uniquely honed worldview of a creative individual results in a distinctive style that is recognizable within and across domains. It is further hypothesized that creativity is domaingeneral in the sense that there exist multiple avenues by which the distinctiveness of one’s worldview can be expressed. These hypotheses were tested using art students and creative writing students. Art students guessed significantly above chance both which painting was done by which of five famous artists, and which artwork was done by which of their peers. Similarly, creative writing students guessed significantly above chance both which passage was written by which of five famous writers, and which passage was written by which of their peers. These findings support the hypothesis that creative style is recognizable. Moreover, creative writing students guessed significantly above chance which of their peers produced particular works of art, supporting the hypothesis that creative style is recognizable not just within but across domains.
What distinguishes high-luxury brands from those that are low on luxury? This paper discusses a theoretical framework of the brand-luxury construct that leads to a specification of the dimensions of luxury as applied to brands. The development of a scale for the measurement of the dimensions of brand luxury is then described. The paper concludes with a consideration of the theoretical and practical implications regarding the symbolic use of luxury brands for the public policy-maker and consumer.Journal of Brand Management (2004) 11, 484–506; doi:10.1057/palgrave.bm.2540194
The authors examine conditions under which 'Veblen effects' arise from the desire to achieve social status by signaling wealth through conspicuous consumption. While Veblen effects cannot ordinarily arise when preferences satisfy a 'single-crossing property,' they may emerge when this property fails. In that case, 'budget' brands are priced at marginal cost, while 'luxury' brands, though not intrinsically superior, are sold at higher prices to consumers seeking to advertise wealth. Luxury brands earn strictly positive profits under conditions that would, with standard formulations of preferences, yield marginal-cost pricing. The authors explore factors that induce Veblen effects and they investigate policy implications. Copyright 1996 by American Economic Association.
This research introduces “brand prominence,” a construct reflecting the conspicuousness of a brand's mark or logo on a product. The authors propose a taxonomy that assigns consumers to one of four groups according to their wealth and need for status, and they demonstrate how each group's preference for conspicuously or inconspicuously branded luxury goods corresponds predictably with their desire to associate or dissociate with members of their own and other groups. Wealthy consumers low in need for status want to associate with their own kind and pay a premium for quiet goods only they can recognize. Wealthy consumers high in need for status use loud luxury goods to signal to the less affluent that they are not one of them. Those who are high in need for status but cannot afford true luxury use loud counterfeits to emulate those they recognize to be wealthy. Field experiments along with analysis of market data (including counterfeits) support the proposed model of status signaling using brand prominence.
Although consumers like to touch products while shopping, the authors propose a theory of consumer contamination, positing that consumers evaluate products previously touched by other shoppers less favorably. The authors test the theory by manipulating cues that increase the salience that consumer contact has occurred. Furthermore, the authors investigate the role of disgust as the underlying mechanism of the theory.
The physical form or design of a product is an unquestioned determinant of its marketplace success. A good design attracts consumers to a product, communicates to them, and adds value to the product by increasing the quality of the usage experiences associated with it. Nevertheless, the topic of product design is rarely, if ever, encountered in marketing journals. To bring needed attention to the subject of product design and enable researchers to better investigate design issues, the author introduces a conceptual model and several propositions that describe how the form of a product relates to consumers’ psychological and behavioral responses. After presenting this model, the author describes numerous strategic implications and research directions.
Many decisions are based on beliefs concerning the likelihood of uncertain events such as the outcome of an election, the guilt of a defendant, or the future value of the dollar. Occasionally, beliefs concerning uncertain events are expressed in numerical form as odds or subjective probabilities. In general, the heuristics are quite useful, but sometimes they lead to severe and systematic errors. The subjective assessment of probability resembles the subjective assessment of physical quantities such as distance or size. These judgments are all based on data of limited validity, which are processed according to heuristic rules. However, the reliance on this rule leads to systematic errors in the estimation of distance. This chapter describes three heuristics that are employed in making judgments under uncertainty. The first is representativeness, which is usually employed when people are asked to judge the probability that an object or event belongs to a class or event. The second is the availability of instances or scenarios, which is often employed when people are asked to assess the frequency of a class or the plausibility of a particular development, and the third is adjustment from an anchor, which is usually employed in numerical prediction when a relevant value is available.
It is generally known that status consumption fulfils the hedonic needs of luxury goods consumers; affective response generated from the purchase behavior of luxury goods is linked to the display of wealth and symbolic meanings obtained from social standing. However, there is a paucity of studies on how the affective response of consumers influences their repurchase intention of luxury goods. Therefore, in this paper, the repurchase intention of luxury goods consumers is investigated, their motivations are examined, and how status consumption affects their affective response will be demonstrated. The sample in this study comprises 568 survey respondents. The findings show that affective response has the strongest direct impact on repurchase intention. The need for uniqueness and materialism have indirect effects on repurchase intention through status consumption. Consequently, the results will enrich the existing literature on consumer behavior and provide theoretical and practical implications.
Purpose
– This paper aims to define the niche market concept and to investigate the extent to which purchasing niche products represents a form of conspicuous consumption. Consumers increasingly seek products that differ from the mainstream, and companies regard niche markets as a promising opportunity beyond saturated mass markets.
Design/methodology/approach
– Based on survey data that combines self-report scales and actual purchase decisions, the effects of different dimensions of conspicuous consumption on niche product choice are investigated using binary logistic regression.
Findings
– Choosing niche products over mass market products is mainly influenced by differentiation tendencies. Moreover, consumers use niche products to strengthen their role as opinion leaders. Choice of mass market products, on the other hand, is influenced by assimilation tendencies. In contrast to common assumptions, status-seeking consumers are more likely to choose a mass market alternative over niche products.
Research limitations/implications
– Based on the conceptualization of niche markets, this study reveals that niche products are a means for consumers to distinguish themselves. Limitations include the focus on a single product domain and country. Future research should replicate the study for other types of niche products and in other cultural settings.
Practical implications
– Niche firms should explicitly consider the social effects of conspicuous consumption as a key driver of demand. Specifically, the unique nature of a niche product should be highlighted and recognizable to increase the acceptance among potential customers. Moreover, instead of focussing the status of niche products, marketing activities should address opinion leaders’ desire to maintain their standing among the social group by providing in-depth information and enhanced customer experience.
Originality/value
– This paper addresses the call for a conceptual definition of niche markets. Moreover, while previous work focussed on the company perspective, this study allows for an improved understanding of consumer behaviour with regard to niche markets.
It is well established that differences in manufacturing location can affect consumer preferences through lay inferences about production quality. In this article, the authors take a different approach to this topic by demonstrating how beliefs in contagion (the notion that objects may acquire a special aura or "essence" from their past) influence perceptions of authenticity for everyday consumer products and brands. Specifically, they find that due to a belief in contagion, products from a company's original manufacturing location are viewed as containing the essence of the brand. In turn, this belief in transferred essence leads consumers to view products from the original factory as more authentic and valuable than identical products made elsewhere. The authors further reveal that consumers who are higher in sensitivity to contagion are more likely to exhibit this effect and that activating the concept of contagion enhances preferences for products made in the brand's original factory. The authors close by discussing theoretical and practical implications of these findings.
This research examines how people react to nonconforming behaviors, such as entering a luxury boutique wearing gym clothes rather than an elegant outfit or wearing red sneakers in a professional setting. Nonconforming behaviors, as costly and visible signals, can act as a particular form of conspicuous consumption and lead to positive inferences of status and competence in the eyes of others. A series of studies demonstrates that people confer higher status and competence to nonconforming rather than conforming individuals. These positive inferences derived from signals of nonconformity are mediated by perceived autonomy and moderated by individual differences in need for uniqueness in the observers. An investigation of boundary conditions demonstrates that the positive inferences disappear when the observer is unfamiliar with the environment, when the nonconforming behavior is depicted as unintentional, and in the absence of expected norms and shared standards of formal conduct.
This article examines the impact of various individual differences on consumers' propensity to engage in two distinct forms of conspicuous (publicly observable) luxury consumption behavior. Status seeking is an established driver, but other managerially relevant drivers can also explain conspicuous consumption of luxuries. The study develops and empirically confirms a conceptual model that shows that bandwagon and snobbish buying patterns underlie the more generic conspicuous consumption of luxuries. In addition to status seeking, the self-concept orientation regulates which of these two patterns is more prominent. Both susceptibility to normative influence and need for uniqueness mediate the influence of self-concept. The modeled psychological constructs explain a large part of the variance in conspicuous luxury consumption patterns and can be used as input in the development of marketing strategies.
Ticket prices of pop/rock concerts have risen considerably over the last decade. Reasons for this growth are debatable: the monopolistic position of one concert promoter, the development of mass culture and fanaticism, or changes in artists’ business model due to illegal downloading. This empirical paper identifies artist-related variables that play a significant role in the pricing of music concerts. Referring to economic principles (e.g., transaction costs, economies of scale) and psychological theories (e.g., preferences, signaling), six hypotheses were tested using a unique database covering a period of seven years and containing information on 2687 concerts organized in Belgium as well as on performing artists. Results show that artists’ career, nationality, and their popularity are the major determinants of ticket prices.
Despite the fact that the art market is a multibillion dollar industry, marketing researchers have yet to fully explore the factors that drive consumers’ purchase intentions toward fine art. This research proposes that information about the artist who created a particular work is an important piece of information that consumers consider. This work is the first to empirically examine the impact of how one such characteristic of the artist, perceived authenticity, affects consumers’ behavioral intentions toward the art. This research, drawing on authenticity research in the arts, marketing, and psychology, builds on the proposed art valuation framework presented by Marshall and Forrest (2011) by testing the effect of consumers’ perceptions of the artist's motives. Empirical data involving 518 respondents were analyzed using structural equation modeling. The results revealed that artist authenticity affected attitude toward the artist, conceptualized as a human brand, which in turn influenced consumers’ evaluation of the artist's work and their behavioral intentions. In addition, this research provides support for the selectivity model by showing woman and men evaluate art differently. Attitude toward the artwork had a stronger effect on behavioral intentions for women compared to men, whereas attitude toward the artist had a stronger effect on behavioral intentions for men compared to women. Overall, the results reveal that consumers use information about that artist's brand in the valuation of the artwork and have important practical implications for the management of the artist's human brand.
Recent research has reported that visual artwork used in advertisements or on product packaging affects perceptions of luxury and contributes positively to attitudes toward products. Thus, the use of visual artwork has been recommended to promote products. We investigated the effect of artwork on purchase intentions and identified a co-occurring negative effect via perceptions of expensiveness. Our research indicates that the sign of the overall effect of artwork depends on two moderators. The positive effect via perceptions of luxury exists only for hedonic products but not for utilitarian ones. The negative effect via perceptions of expensiveness only appears when information about the product’s price is not provided to the consumer. Based on our findings, we recommend using art only for hedonic products for which the prices are known.
Although consumers like to touch products while shopping, the authors propose a theory of consumer contamination, positing that consumers evaluate products previously touched by other shoppers less favorably. The authors test the theory by manipulating cues that increase the salience that consumer contact has occurred. Furthermore, the authors investigate the role of disgust as the underlying mechanism of the theory.
According to uniqueness theory (Snyder & Fromkin, 1980), persons are motivated to maintain a sense of specialness as they define themselves on various important self-related dimensions relative to others. The need for uniqueness may vary across differing situations and persons; as such, a high need for uniqueness may be related to (a) forces in a given situation that promote an extreme sense of high similarity and (b) dispositional factors that influence the high need for uniqueness across a variety of situations. Because commodities are an important source for defining one's sense of self in Western culture, it is reasoned that scarce products provide a vehicle for establishing one's specialness when the need for uniqueness is activated. In support of this contention, studies in which product scarcity (low vs. high) is crossed with need for uniqueness (low vs. high) have typically produced an interaction such that the high-need for uniqueness persons are especially attracted to scarce products (Lynn, 1991). Factors that should further amplify this predicted interaction are explored, along with the implications of this interaction for American society, including a possible cycle in which the consumer may be caught in the continued search for new and special products. The need for uniqueness explanation for the valuation of scarce commodities is compared with other theoretical explanations.
We investigate a tool, namely visual art, which enables firms to increase the extendibility of their brands. Extant research proposes that successful brand extensions depend on favorable brand image and high perceived fit between the brand and the extension category. We propose that the presence of art has a positive influence on brand image (via a transfer of luxury perceptions from art onto the brand) and enhances perceived fit (via increased cognitive flexibility), resulting in more favorable brand extension evaluations. A pilot study and two experiments demonstrate that the presence of visual art favorably influences brand image perceptions and enhances perceptions of category fit. Mediation analysis reveals that together these factors explain the influence of visual art on brand extendibility.
I. The nature of the problem, 183. — II. Functional and nonfunctional demand, 188. — III. The bandwagon effect, 190. — IV. The snob effect, 199. — V. The Veblen effect, 202. — VI. Mixed effects, 205. — VII. Conclusion, 206.
Points out that identifying appropriate market segmentation bases
has been a recurrent problem in marketing. Compares the predictive power
of income and attitude towards cultural change in the context of luxury
goods. The results show that those two indicators are rather independent
from each other and contribute almost equally to explaining luxury goods
consumption.
In this research, the authors investigate the phenomenon of “art infusion,” in which the presence of visual art has a favorable influence on the evaluation of consumer products through a content-independent spillover of luxury perceptions. In three studies, the authors demonstrate the art infusion phenomenon in both real-world and controlled environments using a variety of stimuli in the contexts of packaging, advertising, and product design.
This study examines the effects of two types of scarcity on the attitudes of consumers toward products. We consider scarcity due to supply (e.g., “limited edition”) and scarcity due to demand (e.g., “only a few units remain”). The data obtained from two surveys show that the appearance of a positive scarcity effect depends on the product's suitability for conspicuous consumption. If a product is used for conspicuous consumption, signals of scarcity due to limited supply are advantageous compared to signals of scarcity due to high demand. On the contrary, if a product is not used for conspicuous consumption, signals of scarcity due to high demand result in more favorable product evaluations.
Uniqueness has a positive and attractive connotation, but being too unique can result in social sanctions. This paper focuses on the dual role of consumers' need for uniqueness. The findings of two studies in Israel support the notion that expressing uniqueness via consumption behavior is a safe way to achieve a different sense of being without damaging an individual's sense of social assimilation. The results imply a possible new theoretical view of the interplay between consumers' need for uniqueness and their need for social assimilation. © 2008 Wiley Periodicals, Inc.
While theories of signaling and conspicuous consumption suggest that more explicit markers facilitate communication, this article examines the utility of subtle signals. Four studies demonstrate that while less explicit branding increases the likelihood of misidentification (e.g., observers confusing a high-end purchase for a cheaper alternative), people with more cultural capital in a particular domain prefer subtle signals because they provide differentiation from the mainstream. Such insiders have the necessary connoisseurship to decode the meaning of subtle signals that facilitate communication with others "in the know." Consistent with the notion that these effects are driven by outward communication, they are stronger in identity-relevant product domains and situations where consumption is more public. This work highlights the communication value of less explicit signals and discusses the implications for branding, signal persistence, and the communication of identity. (c) 2010 by JOURNAL OF CONSUMER RESEARCH, Inc..
Reference groups influence product and brand evaluations, especially when the product is a publicly consumed luxury good. Marketers of such luxury goods need to carefully balance two important social forces: (1) the desire of leaders to distinguish themselves from followers and (2) the countervailing desire of followers to assimilate with leaders. In this paper, we examine the theoretical implications of these social forces for firm prices, product design, and target consumer selection. We show that the presence of reference group effects can motivate firms to add costly features, which provide limited or no functional benefit to consumers. Furthermore, reference group effects can induce product proliferation on one hand and motivate firms to offer limited editions on the other hand. We find that offering a limited edition can increase sales and profits. In some cases, reference group effects can even lead to a buying frenzy.
This article described three heuristics that are employed in making judgements under uncertainty: (i) representativeness,
which is usually employed when people are asked to judge the probability that an object or event A belongs to class or process
B; (ii) availability of instances or scenarios, which is often employed when people are asked to assess the frequency of a
class or the plausibility of a particular development; and (iii) adjustment from an anchor, which is usually employed in numerical
prediction when a relevant value is available. These heuristics are highly economical and usually effective, but they lead
to systematic and predictable errors. A better understanding of these heuristics and of the biases to which they lead could
improve judgements and decisions in situations of uncertainty.
Broadly speaking, artworks are accorded a special significance and are recognized as powerful communication tools. In the current research, the authors posit that the "specialness" of artworks may be diminished simply by emphasizing that which is depicted in them. This emphasis results in the artwork being viewed as a mere illustration rather than a work of art. Specifically, the influence of an "artwork as art" is context independent, but the influence of an "artwork as illustration" is context dependent. The authors demonstrate this phenomenon in two experiments, in the context of products associated with artworks. In a third experiment, they further demonstrate that an abstract (concrete) mind-set aligns with the influence of an artwork as art (illustration).
Consumers acquire and display material possessions for the purpose of feeling differentiated from other people and, thus, are targeted with a variety of marketing stimuli that attempt to enhance self-perceptions of uniqueness. Because the pursuit of differentness (or counterconformity motivation) varies across individuals to influence consumer responses, we develop and validate a trait measure of consumers' need for uniqueness. Consumers' need for uniqueness is defined as an individual's pursuit of differentness relative to others that is achieved through the acquisition, utilization, and disposition of consumer goods for the purpose of developing and enhancing one's personal and social identity. Following assessments of the scale's latent structure, a series of validation studies examines the scale's validity. The presentation of empirical work is followed by a discussion of how consumers' need for uniqueness could be used in better understanding consumer behavior and the role consumption plays in people's expression of identity. Copyright 2001 by the University of Chicago.
This research investigates the interaction effect of a very common task, explaining decisions, and an individual difference, need for uniqueness (NFU), on buyer decision-making. We propose that explaining (or providing reasons for) decisions shifts the focus from the choice options to the choice of reasons. Furthermore, buyers who explain their decisions and have high NFU tend to select unconventional reasons and are, consequently, more likely to make unconventional choices. These predictions were supported in a series of studies involving choices between conventional and less-conventional options, such as whether to switch to a brand on "sale", whether to select a compromise option, and loss aversion. The findings also indicate that the effects of providing reasons are not due to attempts to act rationally or to concerns about being evaluated. Three boundary conditions on the generalization that high NFU consumers who provide reasons tend to make unconventional choices were examined, all involving forces that promote conformity over uniqueness. They include evaluation by others, explicit information about the preferences of others, and negative feedback on previous decision performance. We discuss the implications of this research with respect to the role of explanations, NFU, and accountability in buyer decision-making.
Three experiments examine how power affects consumers' spending propensities. By integrating literatures suggesting that (a) powerlessness is aversive, (b) status is one basis of power, and (c) products can signal status, the authors argue that low power fosters a desire to acquire products associated with status to compensate for lacking power. Supporting this compensatory hypothesis, results show that low power increased consumers' willingness to pay for auction items and consumers' reservation prices in negotiations but only when products were status related. The link between powerlessness and compensatory consumption has broad implications both for consumers' health and well-being and for understanding the psychological state of power. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..
This article proposes an international segmentation of consumers based on their attitudes toward luxury. We perform a two-stage empirical study with a data set that combines samples from 20 countries. We provide a substantive interpretation of the results to show that three attitude segments dominate in a Western cultural context. We discuss several directions for future research based on the findings. Copyright Springer Science + Business Media, Inc. 2005
Conspicuous consumption orientation: conceptualization, scale development and validation
- H R Chaduri
- S Mazumdar
- A Ghoshal
Chaduri, H.R., Mazumdar, S. and Ghoshal, A. (2001), "Conspicuous consumption orientation:
conceptualization, scale development and validation", Journal of Consumer Behaviour, Vol. 10 No. 4,
pp. 216-224.