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 MoreFeatured
Effortful but Valuable: How Perceptions of Effort Affect Charitable Gift Choice and Valuations of Charity
Haesung Annie Jung, University of Texas at Austin, USA
Marlone Henderson, University of Texas at Austin, USA
Featured
Consuming Products with Experiences: Why and When Consumers Want Mementos
Charlene Chu, Chapman University
Suzanne Shu, University of California Los Angeles, USA
Featured
A Salience Theory of Three Novel Exposure Effects
Kellen Mrkva, Columbia University, USA
Leaf Van Boven, University of Colorado, USA