The Artification of Luxury: How Art Can Affect Perceived …
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7.1 How Product Type and Price Affect the Art Infusion
Effect
Since artwork can be potentially included in the communication of any type of
product, several scholars have tried to assess if any differences in the art infusion
mechanism exist among different product types. The most significant distinction
among products is drawn taking into consideration the needs they are aimed to
satisfy. Hedonic goods are the ones whose consumption is sensorial and both affectively and aesthetically driven, being linked to sensual pleasure, fantasy and fun
[58]. Conversely, utilitarian goods are the ones whose consumption is cognitively
driven, goal-oriented and linked to the completion of a functional task [59]. Although
products can embody both hedonic and utilitarian dimensions to varying degrees, a
primary classification of them among the two categories can usually be drawn by
consumers [60].
Whereas evidences about the effectiveness of the art infusion effect among hedonic and utilitarian goods diverge, most of the studies have demonstrated that the use
of art better fits with hedonic products. Taking inspiration from the semantic matching process theorized by Collins and Loftus [61], Huettl and Gierl [62] claimed that
a positive art infusion effect on luxury perception exists only for hedonic products.
Hüttl-Maack [63] further extended existing knowledge by testing whether ambiguous
and only moderately hedonic product differs from hedonic ones in terms of art infusion efficacy. Evidences show that, while in the highly hedonic condition “uniformly
beneficial effect of art are found” (Hüttl-Maack, p. 271), in the more ambiguous
condition the effect of art’s presence is influenced by consumer’s interest in art. In
particular, the presence of art has a positive effect among art-interested consumers
and no effect on non-interested ones: While the former individuals “are motivated
to engage in processing to make sense of this combination,” the latter ones “seem to
be not motivated for this step” (Hüttl-Maack, p. 271).
As mentioned before, moderate disagreement exists among studies. Estes et al.
[56], who investigated the mediating role of emotions in the art infusion effect,
counterintuitively stated that the presence of art increases brand affect more for
utilitarian products than for hedonic ones, due to a phenomenon of diminishing
return. Since “hedonic products primarily possess emotional attributes, the additional
affect induced by an artwork has a smaller influence on evaluations. And contrarily,
because utilitarian products tend to possess functional attributes, increasing affect
via art has a relatively large effect on evaluations” [56, p. 404]. To conclude, product
type has proved to significantly influence the art infusion mechanism. Despite the
lack of full agreement on the subject, the bulk of scientific research seems to confirm
that the art infusion effect is more likely to be successful for among hedonic goods.
Some scholars have also investigated the role that price difference and price information play in the art infusion effect and, in particular, on perceived prestige of the
advertised product. Lee et al. [53], who investigated the interaction effect of price
differences and art’s presence on perceived prestige, demonstrated that the presence
71
7.1 How Product Type and Price Affect the Art Infusion
Effect
Since artwork can be potentially included in the communication of any type of
product, several scholars have tried to assess if any differences in the art infusion
mechanism exist among different product types. The most significant distinction
among products is drawn taking into consideration the needs they are aimed to
satisfy. Hedonic goods are the ones whose consumption is sensorial and both affectively and aesthetically driven, being linked to sensual pleasure, fantasy and fun
[58]. Conversely, utilitarian goods are the ones whose consumption is cognitively
driven, goal-oriented and linked to the completion of a functional task [59]. Although
products can embody both hedonic and utilitarian dimensions to varying degrees, a
primary classification of them among the two categories can usually be drawn by
consumers [60].
Whereas evidences about the effectiveness of the art infusion effect among hedonic and utilitarian goods diverge, most of the studies have demonstrated that the use
of art better fits with hedonic products. Taking inspiration from the semantic matching process theorized by Collins and Loftus [61], Huettl and Gierl [62] claimed that
a positive art infusion effect on luxury perception exists only for hedonic products.
Hüttl-Maack [63] further extended existing knowledge by testing whether ambiguous
and only moderately hedonic product differs from hedonic ones in terms of art infusion efficacy. Evidences show that, while in the highly hedonic condition “uniformly
beneficial effect of art are found” (Hüttl-Maack, p. 271), in the more ambiguous
condition the effect of art’s presence is influenced by consumer’s interest in art. In
particular, the presence of art has a positive effect among art-interested consumers
and no effect on non-interested ones: While the former individuals “are motivated
to engage in processing to make sense of this combination,” the latter ones “seem to
be not motivated for this step” (Hüttl-Maack, p. 271).
As mentioned before, moderate disagreement exists among studies. Estes et al.
[56], who investigated the mediating role of emotions in the art infusion effect,
counterintuitively stated that the presence of art increases brand affect more for
utilitarian products than for hedonic ones, due to a phenomenon of diminishing
return. Since “hedonic products primarily possess emotional attributes, the additional
affect induced by an artwork has a smaller influence on evaluations. And contrarily,
because utilitarian products tend to possess functional attributes, increasing affect
via art has a relatively large effect on evaluations” [56, p. 404]. To conclude, product
type has proved to significantly influence the art infusion mechanism. Despite the
lack of full agreement on the subject, the bulk of scientific research seems to confirm
that the art infusion effect is more likely to be successful for among hedonic goods.
Some scholars have also investigated the role that price difference and price information play in the art infusion effect and, in particular, on perceived prestige of the
advertised product. Lee et al. [53], who investigated the interaction effect of price
differences and art’s presence on perceived prestige, demonstrated that the presence