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M. De Angelis et al.
of art in the product advertisement has a positive effect on perceived prestige, regardless of the product price. Conversely, in the non-art condition a moderately higher
price difference has proved to affect perceived prestige more than a non-price difference strategy. Indeed, while the presence of art itself enhances perceived prestige
and weakens the effect of price difference, the absence of art makes the price more
relevant, given its role in signaling customer’s status, indicating product quality and
enhancing perceived product exclusivity. Surprisingly, authors have also observed
that, in the non-art condition, price difference has no effect on perceived prestige
when too high (i.e., 150% price difference). Despite the lack of full clarity on the
non-art condition, the research definitely confirms that “products could benefit from
artwork to increase their price above their regular price” (Lee et al. [53, p. 602].
Some scholars have also questioned whether the positive effect elicited by the
association of art with a product can be undermined by the increase of perceived
expensiveness that is likely to be aroused by this association and whether the mentioned interference mechanism is affected by price information (e.g., [62]). Indeed,
artwork scarcity and uniqueness can elicit perceptions of expensiveness that may
spill over onto the product in the same way luxury perceptions do. However, this
effect can be mitigated or even neutralized by providing information about the product price within the message. Findings have supported authors’ hypothesis, proving
the coexistence of interfering effects caused by the spillover of both luxury and
expensiveness perceptions and the inhibiting role that price information plays on the
negative expensiveness-related effect.
7.2 Beyond Product Evaluation: How Art Affects
Consumers’ WTP and Brand Extendibility
Different authors contributed to better understand what the presence of art in product advertising can affect, exploring other variables besides product evaluation and
perception. Hüttl-Maack [63] contributed to this goal by giving evidences of the fact
that, besides product evaluation and perception, the use of art in product communication is also able to affect consumers’ willingness to pay (WTP), being the former a
key determinant of the latter [64]. This research not only “extends the prior findings
conceptually by showing that not only expensiveness but also the perceived value
behind it is increased” (p. 271), but also highlights how art can affect consumer’s
behavioral response, being the WTP a much closer measure of it compared to product
evaluation.
Other relevant insights have been provided by Hagtvedt and Patrick [65], who
further expanded the knowledge related to the art infusion effect by demonstrating
how it can be used to enhance brand extendibility. As recalled by the authors, prior
research about brand extendibility has identified two main factors affecting it, namely
the parent brand image/quality and the category and conceptual fit between the new
M. De Angelis et al.
of art in the product advertisement has a positive effect on perceived prestige, regardless of the product price. Conversely, in the non-art condition a moderately higher
price difference has proved to affect perceived prestige more than a non-price difference strategy. Indeed, while the presence of art itself enhances perceived prestige
and weakens the effect of price difference, the absence of art makes the price more
relevant, given its role in signaling customer’s status, indicating product quality and
enhancing perceived product exclusivity. Surprisingly, authors have also observed
that, in the non-art condition, price difference has no effect on perceived prestige
when too high (i.e., 150% price difference). Despite the lack of full clarity on the
non-art condition, the research definitely confirms that “products could benefit from
artwork to increase their price above their regular price” (Lee et al. [53, p. 602].
Some scholars have also questioned whether the positive effect elicited by the
association of art with a product can be undermined by the increase of perceived
expensiveness that is likely to be aroused by this association and whether the mentioned interference mechanism is affected by price information (e.g., [62]). Indeed,
artwork scarcity and uniqueness can elicit perceptions of expensiveness that may
spill over onto the product in the same way luxury perceptions do. However, this
effect can be mitigated or even neutralized by providing information about the product price within the message. Findings have supported authors’ hypothesis, proving
the coexistence of interfering effects caused by the spillover of both luxury and
expensiveness perceptions and the inhibiting role that price information plays on the
negative expensiveness-related effect.
7.2 Beyond Product Evaluation: How Art Affects
Consumers’ WTP and Brand Extendibility
Different authors contributed to better understand what the presence of art in product advertising can affect, exploring other variables besides product evaluation and
perception. Hüttl-Maack [63] contributed to this goal by giving evidences of the fact
that, besides product evaluation and perception, the use of art in product communication is also able to affect consumers’ willingness to pay (WTP), being the former a
key determinant of the latter [64]. This research not only “extends the prior findings
conceptually by showing that not only expensiveness but also the perceived value
behind it is increased” (p. 271), but also highlights how art can affect consumer’s
behavioral response, being the WTP a much closer measure of it compared to product
evaluation.
Other relevant insights have been provided by Hagtvedt and Patrick [65], who
further expanded the knowledge related to the art infusion effect by demonstrating
how it can be used to enhance brand extendibility. As recalled by the authors, prior
research about brand extendibility has identified two main factors affecting it, namely
the parent brand image/quality and the category and conceptual fit between the new