Iconic art infusion in luxury retail strategies: Unveiling the potential

Giovanni Pino, Gianluigi Guido and Rajan Nataraajan

Journal of Global Scholars of Marketing Science, 2017, vol. 27, issue 2, 136-147

Abstract: This research investigates art infusion, a phenomenon in which artistic elements contribute to enhance the perceived value of consumer goods, in the retailing sector. An experiment conducted with 188 consumers suggests that individuals with high dispositional greed are more interested in shopping in luxury stores that promote products through artworks representative of an artist’s iconic, that is, most recognizable, style. Results show that greed determines consumers’ store preference through an externalized luxury tendency, that is a tendency to purchase luxury goods to show off social status. Such an effect proved to be stronger for extroverted than for introverted consumers.

Date: 2017
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DOI: 10.1080/21639159.2017.1283797

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