Art Infusion: The Influence of Visual Art on the Perception and Evaluation of Consumer Products

Journal of Marketing Research, Vol. 45, June 2008

13 Pages Posted: 1 Jul 2012

See all articles by Henrik Hagtvedt

Henrik Hagtvedt

Boston College - Department of Marketing

Vanessa Patrick

University of Houston - C.T. Bauer College of Business

Date Written: 2008

Abstract

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.

Keywords: visual art, luxury, aesthetics, spillover effects, packaging, advertising, product design

Suggested Citation

Hagtvedt, Henrik and Patrick, Vanessa, Art Infusion: The Influence of Visual Art on the Perception and Evaluation of Consumer Products (2008). Journal of Marketing Research, Vol. 45, June 2008. Available at SSRN: https://ssrn.com/abstract=2086795

Henrik Hagtvedt

Boston College - Department of Marketing ( email )

Fulton Hall 450D
140 Commonwealth Ave
Chestnut Hill, MA 02467
United States

HOME PAGE: http://www.bc.edu/schools/csom/faculty/bios/hagtvedt.html

Vanessa Patrick (Contact Author)

University of Houston - C.T. Bauer College of Business ( email )

Houston, TX 77204-6021
United States

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