Picasso, Monet, and Louis Vuitton: Appreciation of Arts Dampens Desire For Luxury Goods

Appreciating visual arts decreases consumers’ desire for luxury goods. This effect occurred when consumers viewed artworks in an art exhibition, in an artistically decorated shopping mall, or on a computer. Desire for luxury goods was measured by both attitudinal and incentive-compatible choice measures across 2 field studies and 4 lab experiments. We also identified boundary conditions of this effect.


Yajin Wang and Alison Jing Xu (2019) ,"Picasso, Monet, and Louis Vuitton: Appreciation of Arts Dampens Desire For Luxury Goods", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 51-56.


Yajin Wang, University of Maryland, USA
Alison Jing Xu, University of Minnesota, USA


NA - Advances in Consumer Research Volume 47 | 2019

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