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).


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.


Henrik Hagtvedt, Boston College, USA
Vanessa Patrick, University of Houston, USA


E - European Advances in Consumer Research Volume 9 | 2011

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