H3. Does the Style Looks More Expensive? the Effect of Visual Complexity on Luxury Perception of Art Infused Products

Experiments results demonstrate that consumers perceive products infused with complex visual arts are more luxury. This is because complex arts tend to capture consumers’ attention and broaden their pupil size, which in return, is explained by arousal of that stimuli. Stimuli’s artistic level is found to moderate the mechanism.



Citation:

Cheng Gao, Chunqu Xiao, Kaiyuan Xi, and Hong Zhu (2018) ,"H3. Does the Style Looks More Expensive? the Effect of Visual Complexity on Luxury Perception of Art Infused Products", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 906-906.

Authors

Cheng Gao, Nanjing University
Chunqu Xiao, Nanjing University
Kaiyuan Xi, Nanjing University
Hong Zhu, Nanjing University



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

Family Consumption Experiences Across Generations

Tandy Chalmers Thomas, Queens University, Canada
Linda L Price, University of Oregon, USA

Read More

Featured

Trust in Doubt: Co-Chair's Invited Panel

Adam Berinsky, Massachusetts Institute of Technology, USA
John Gray, MentionMapp.com
Andre Spicer, City University of London, UK

Read More

Featured

The Impact of Price and Size Comparisons on Consumer Perception and Choice

Jun Yao, Macquarie University, Australia
Harmen Oppewal, Monash University, Australia
Yongfu He, Monash University, Australia

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.