The Manner of Art: an Aesthetic Influence on Evaluation
This research investigates the influence of visual art on consumer evaluations of brands associated with the artworks. The authors propose that the process underlying this influence is linked to an “art-is-special” heuristic, which: 1) is evoked when consumers focus on the manner rather than the content of the artwork; 2) operates regardless of contextual fit between the artwork and the associated product; 3) does not require extensive cognitive resources to operate; 4) is diminished in its influence when the use of artworks is rendered commonplace (ordinization).
Citation:
Henrik Hagtvedt and Vanessa Patrick (2011) ,"The Manner of Art: an Aesthetic Influence on Evaluation", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 530-531.
Authors
Henrik Hagtvedt, Boston College, USA
Vanessa Patrick, University of Houston, USA
Volume
E - European Advances in Consumer Research Volume 9 | 2011
Share Proceeding
Featured papers
See MoreFeatured
K6. Persuading the Moral Consumer: Matching Messages to Attitude Basis
Aviva Philipp-Muller, Ohio State University, USA
Andrew Luttrell, Ball State University
Richard Petty, Ohio State University, USA
Featured
The Psychology of the Sharing Economy: How the Sharing Economy Concept Promotes Consumer Altruistic Behaviors
Ping Dong, Northwestern University, USA
Claire I. Tsai, University of Toronto, Canada
Featured
Born to Shop? A Genetic Component of Deal Proneness
Robert M Schindler, Rutgers University, USA
Vishal Lala, Pace University
Jeanette Taylor, Florida State University