74
M. De Angelis et al.
and schematic, global processing” (p. 1628), they are more focused on the image
category (i.e., visual art) and thus will be unaffected by artwork content. Conversely,
since concrete mind-sets are “associated with lower-level construals and attributelevel, local processing with a focus on contextualized features” (p. 1628), they are
more focused on particulars of the image and will be affected by artwork content.
To conclude, we can state that the art infusion effect is content-independent.
However, the content of the artwork can become relevant if consumers’ attention
gets focused on it. Indeed, in this case the artwork will be no longer processed as
belonging to the art category, being perceived as a mere illustration.
7.4 The Role of Art Saliency in the Art Infusion Effect
Some authors have investigated how product and brand evaluations and perceptions
can be affected by two possible expressions of art saliency, namely artwork recognizability and artist’s iconicity. Peluso et al. [71] examined the role that art recognizability plays in the art infusion mechanism and how it is affected by consumers’
characteristics and needs. Recognizable artworks are the ones that can be easily
identified by most individuals. Embodying the most recurrent colors, techniques and
images used by the artist, they are able to “elicit the artist’s image in people’s minds”
[71, p. 2194] and to conform to preconceived mental schemas [72]. Authors provided evidence of the fact that these artworks, compared with less recognizable ones
by the same artists, increase the luxury perception of products advertised together
with them, thus their evaluation. Indeed, being highly recognizable artworks usually
perceived as more valuable and sold at a higher price than the less recognizable ones
by the same artist, they are able to infuse a higher sense of prestige and exclusiveness
that spills over onto the related product.
As mentioned, authors also questioned if the needs supposed to be main drivers
of luxury consumption—namely the desire to signal status and the desire of distinction—influence the above-described findings. A consistent part of luxury consumers
purchase luxury products that display easily recognizable luxury qualities because
they use luxury consumption as means to demonstrate their higher social standing
and wealth to others. Authors demonstrated that these consumers, compared to those
who show a lower desire to signal status, are “more interested in buying luxury products promoted in advertisements that feature recognizable artworks rather than nonrecognizable artworks” [71, p. 2195]. Conversely, other consumers purchase luxury
products to differentiate themselves from the other luxury consumers and to convey
their uniqueness. These consumers generally use uncommon signals of luxuriousness and thus prefer rare, special or nonconforming luxury products. Authors proved
that these consumers, compared to those who are characterized by a lower desire
for distinction, are “more interested in buying luxury products promoted in advertisements featuring non-recognizable artworks rather than recognizable artworks”
(p 2196). To conclude, the positive effect of art recognizability on the art infusion
mechanism has been demonstrated. Furthermore, it has been shown that consumer
M. De Angelis et al.
and schematic, global processing” (p. 1628), they are more focused on the image
category (i.e., visual art) and thus will be unaffected by artwork content. Conversely,
since concrete mind-sets are “associated with lower-level construals and attributelevel, local processing with a focus on contextualized features” (p. 1628), they are
more focused on particulars of the image and will be affected by artwork content.
To conclude, we can state that the art infusion effect is content-independent.
However, the content of the artwork can become relevant if consumers’ attention
gets focused on it. Indeed, in this case the artwork will be no longer processed as
belonging to the art category, being perceived as a mere illustration.
7.4 The Role of Art Saliency in the Art Infusion Effect
Some authors have investigated how product and brand evaluations and perceptions
can be affected by two possible expressions of art saliency, namely artwork recognizability and artist’s iconicity. Peluso et al. [71] examined the role that art recognizability plays in the art infusion mechanism and how it is affected by consumers’
characteristics and needs. Recognizable artworks are the ones that can be easily
identified by most individuals. Embodying the most recurrent colors, techniques and
images used by the artist, they are able to “elicit the artist’s image in people’s minds”
[71, p. 2194] and to conform to preconceived mental schemas [72]. Authors provided evidence of the fact that these artworks, compared with less recognizable ones
by the same artists, increase the luxury perception of products advertised together
with them, thus their evaluation. Indeed, being highly recognizable artworks usually
perceived as more valuable and sold at a higher price than the less recognizable ones
by the same artist, they are able to infuse a higher sense of prestige and exclusiveness
that spills over onto the related product.
As mentioned, authors also questioned if the needs supposed to be main drivers
of luxury consumption—namely the desire to signal status and the desire of distinction—influence the above-described findings. A consistent part of luxury consumers
purchase luxury products that display easily recognizable luxury qualities because
they use luxury consumption as means to demonstrate their higher social standing
and wealth to others. Authors demonstrated that these consumers, compared to those
who show a lower desire to signal status, are “more interested in buying luxury products promoted in advertisements that feature recognizable artworks rather than nonrecognizable artworks” [71, p. 2195]. Conversely, other consumers purchase luxury
products to differentiate themselves from the other luxury consumers and to convey
their uniqueness. These consumers generally use uncommon signals of luxuriousness and thus prefer rare, special or nonconforming luxury products. Authors proved
that these consumers, compared to those who are characterized by a lower desire
for distinction, are “more interested in buying luxury products promoted in advertisements featuring non-recognizable artworks rather than recognizable artworks”
(p 2196). To conclude, the positive effect of art recognizability on the art infusion
mechanism has been demonstrated. Furthermore, it has been shown that consumer