The role of consumers' construal level in art-infusion-type effect on retail product evaluation |
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| Affiliation: | 1. Department of Business Administration, Alma College, Alma, USA;2. Department of Kinesiology, Michigan State University, East Lansing, USA;3. Global Urban and Infrastructure Research Center of the Institute of Urban Science, University of Seoul, Seoul, South Korea;1. QUT Business School, Queensland University of Technology, 2 George Street, PO Box 2434, Brisbane, Queensland, 4001, Australia;2. EGADE Business School, Tecnológico de Monterrey, Av. Eugenio Garza Sada 2501, Col. Tecnológico, c.p. 64700, Monterrey, Nuevo León, Mexico;1. Southwest Jiaotong University, School of Economics and Management, 610031, Chengdu, China;2. Hong Kong Metropolitan University, Lee Shau Kee School of Business Administration, 30 Good Shepherd St, Ho Man Tin, Hong Kong;3. Sichuan Agricultural University, College of Economics and Management, Chengdu, China;4. University of Cape Coast, School of Medical Sciences, Cape Coast, Ghana;1. Business School, Department of Management, Unisinos University, Av. 950, Porto Alegre, RS, CEP | 93022-750, Brazil;2. Australian Institute of Business (AIB), Marketing from the University of South Australia, Level 16/1 King William St, Adelaide, SA, 5000, Australia;3. Fundação Getulio Vargas''s Sao Paulo School of Business Administration (FGV EAESP), Av. 9 de Julho, 2029, Bela Vista, São Paulo, CEP 01313-902, Brazil;4. Woxsen School of Business, Hyderabad, Telangana, 502345, India;1. Hankuk University of Foreign Studies, South Korea;2. College of Business, Hankuk University of Foreign Studies, Faculty Building #340, 107 Imun-ro, Dongdaemun-gu, Seoul, 130-791, South Korea;1. College of Economics and Management, China Agricultural University, 17 Qinghua E Rd, Haidian District, Beijing, PR China;2. School of Business, Renmin University of China, No. 59 Zhongguancun Street, Haidian District, Beijing, 100872, PR China;1. School of Business and Administration, Chongqing Technology and Business University, Chongqing, China;2. School of Public Policy and Administration, Chongqing University, Chongqing, China |
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| Abstract: | What cognitive characteristic of consumers directs the art-infusion-type effect? This study inspected the impact of art-infusion type on product attitude through aesthetic judgment under different construal levels. This study was underpinned by “construal level theory” and “the model of aesthetic appreciation and aesthetic judgments.” The data were collected from a pretest (N = 280) and an experiment (N = 388). A moderated-mediation analysis displayed that to low-construal consumers, infusing figurative (vs. abstract) artwork into retail products elicits greater aesthetic judgment, leading to more favorable product attitudes. However, to high-construal consumers, such an effect did not occur. These results broaden the past art-infusion research by corroborating the existence of art-infusion-type effect and presenting the construal level as its new boundary condition. Furthermore, our results offer practical insights into utilizing artworks in product promotion. |
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| Keywords: | Art infusion Construal level Aesthetic judgment Product attitude Experimental research |
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