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



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