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

Share Proceeding

Featured papers

See More


Better Marketing for a Better World

Jonah Berger, University of Pennsylvania, USA
Jonathan Zev Berman, London Business School, UK
Darren Dahl, University of British Columbia, Canada
Markus Giesler, York University, Canada
Rebecca Hamilton, Georgetown University, USA
Gita Venkataramani Johar, Columbia University, USA
John Lynch, University of Colorado, USA
Andrea Morales, Arizona State University, USA

Read More


Teaching Old Dog New Tricks… and Old Bottles New Jeans. The Role of Implicit Theories in the Evaluation of Recycled Products

Alessandro Biraglia, University of Leeds
J. Josko Brakus, University of Leeds
Lucia Mannetti, Sapienza University of Rome
Ambra Brizi, Sapienza University of Rome

Read More


Toward Optimal Symbolic Recovery: Why and When “Thank you” is Better than “Sorry” in Addressing Service Delays

Yanfen You, New Mexico State University, USA
Xiaojing Yang, University of Wisconsin - Milwaukee, USA
Lili Wang, Zhejiang University
Xiaoyan Deng, Ohio State University, USA

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.