The role of consumers' construal level in art-infusion-type effect on retail product evaluation

Sangchul Park, Sanghoon Kim and Sungsook Ahn

Journal of Retailing and Consumer Services, 2023, vol. 73, issue C

Abstract: What cognitive characteristic of consumers directs the art-infusion-type effect? This study inspected the impact of art-infusion type on product attitude through aesthetic judgment under different construal levels. This study was underpinned by “construal level theory†and “the model of aesthetic appreciation and aesthetic judgments.†The data were collected from a pretest (N = 280) and an experiment (N = 388). A moderated-mediation analysis displayed that to low-construal consumers, infusing figurative (vs. abstract) artwork into retail products elicits greater aesthetic judgment, leading to more favorable product attitudes. However, to high-construal consumers, such an effect did not occur. These results broaden the past art-infusion research by corroborating the existence of art-infusion-type effect and presenting the construal level as its new boundary condition. Furthermore, our results offer practical insights into utilizing artworks in product promotion.

Keywords: Art infusion; Construal level; Aesthetic judgment; Product attitude; Experimental research (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:73:y:2023:i:c:s0969698923000899

DOI: 10.1016/j.jretconser.2023.103342

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