Abstract Art As an Emotional Buffer

Lea Dunn, University of British Columbia, Canada
Juliet Zhu, CKGSB, China
This research examines abstract art and shows that advertisements that elicit certain negative emotions (e.g., sadness) will be rated more favorably if they feature abstract versus representational art. Due to the processing disfluency inherent in the art form, abstract art pushes consumers to far psychological distance, buffering against negative affect.
[ to cite ]:
Lea Dunn and Juliet Zhu (2013) ,"Abstract Art As an Emotional Buffer", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.