The Artification of Luxury: How Art Can Affect Perceived …
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Renaissance condition (high-intensity condition) (M = 3.58, SD = 1.32) is significantly higher than the level of knowledge of abstract art expressed by respondents
exposed to the abstract condition (low-intensity condition) (M = 2.90, SD = 1.37).
In sum, the experimental study was conducted to show how, in the context in which
a luxury product is advertised through the use of visual art, the level of craftmanship
involved in the process of artwork creation can affect consumers’ purchase intention
and how this effect is mediated by the perceived durability of the product itself.
Mediation analysis confirmed these assumptions and demonstrated that perceived
durability is responsible for most of the underlying effect. In other words, the study
has shown that, when a visual artwork is used to promote a luxury product, the
intensity of artist’s craftmanship positively affects consumers’ purchase intention
mainly because it elicits a higher perception of product durability in consumers’
mind (Fig. 2).
Low intensity of artist’ craftmanship condition
High intensity of artist’ craftmanship condition
Female
version
Male
version
Fig. 2 Visual stimuli
79
Renaissance condition (high-intensity condition) (M = 3.58, SD = 1.32) is significantly higher than the level of knowledge of abstract art expressed by respondents
exposed to the abstract condition (low-intensity condition) (M = 2.90, SD = 1.37).
In sum, the experimental study was conducted to show how, in the context in which
a luxury product is advertised through the use of visual art, the level of craftmanship
involved in the process of artwork creation can affect consumers’ purchase intention
and how this effect is mediated by the perceived durability of the product itself.
Mediation analysis confirmed these assumptions and demonstrated that perceived
durability is responsible for most of the underlying effect. In other words, the study
has shown that, when a visual artwork is used to promote a luxury product, the
intensity of artist’s craftmanship positively affects consumers’ purchase intention
mainly because it elicits a higher perception of product durability in consumers’
mind (Fig. 2).
Low intensity of artist’ craftmanship condition
High intensity of artist’ craftmanship condition
Female
version
Male
version
Fig. 2 Visual stimuli