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Art infusion and functional theories of attitudes toward luxury brands: The mediating role of feelings of self-inauthenticity

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  • Quach, Sara
  • Septianto, Felix
  • Thaichon, Park
  • Mao, Wen

Abstract

Underpinned by art infusion theory and functional theories of attitudes, this present research examines the art infusion effect on brand evaluation among consumers whose attitudes might serve a value-expressive or social-adjustive function, and the role of self-inauthenticity feelings in these relationships. We conducted three experimental studies to test our hypotheses.The objective of Studies 1 and 2 was to confirm the moderating effect of value-expressive function on the relationship between art infusion and brand attitudes.Study 3 aimed to test the mediating effect of self-inauthenticity feelings among customers harboring value-expressive attitudes. Participants with high levels of value-expressive attitudes reported more positive brand evaluation whentheadvertisement featured an artwork (vs. no artwork).Furthermore, art infusion reduced the feelings of self-inauthenticity, thereby enhancing brand attitudes.The findings highlight the importance of art infusion pertinent to improving brand evaluation and mitigating potential negative psychological consequences of luxury consumption, a relatively unexplored research area.

Suggested Citation

  • Quach, Sara & Septianto, Felix & Thaichon, Park & Mao, Wen, 2022. "Art infusion and functional theories of attitudes toward luxury brands: The mediating role of feelings of self-inauthenticity," Journal of Business Research, Elsevier, vol. 150(C), pages 538-552.
    • Handle: RePEc:eee:jbrese:v:150:y:2022:i:c:p:538-552
    DOI: 10.1016/j.jbusres.2022.06.046
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