1-H: the Effect of Abstract Versus Representational Art Imagery on Product Luxuriousness Perception and Evaluation

Tingting Mo, Zhongnan University of Economics and Law, China
Xiaoyan Deng, Ohio State University, USA
This research demonstrates that applying abstract (vs. representational) art imagery to product design increased consumers’ perceptions of product luxuriousness and enhanced purchase intension (experiments 1 & 3). However, this “luxury infusion” effect is much reduced for higher (vs. lower) value products (experiment 2).
[ to cite ]:
Tingting Mo and Xiaoyan Deng (2017) ,"1-H: the Effect of Abstract Versus Representational Art Imagery on Product Luxuriousness Perception and Evaluation", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1049-1049.