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The value of art in marketing: An emotion-based model of how artworks in ads improve product evaluations

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  • Estes, Zachary
  • Brotto, Luisa
  • Busacca, Bruno

Abstract

Arts-based initiatives provide many benefits for organisations, managers, and employees, but little is known of how marketing can incorporate art to add value for consumers. The present research situates marketing tools within broader organisational theory to develop and empirically test an emotion-based model of how artworks in advertisements can increase the perceived value of a product (art infusion effect). Across three experiments (N=516) using three different artworks (by Vermeer, van Gogh, and da Vinci), three different products (mineral water, toilet paper, and chocolate), and three different measures of product value (product evaluation, willingness to buy, and willingness to pay), brand affect strongly mediated the art infusion effect. Furthermore, this affect-mediation was stronger for utilitarian products (water) than for hedonic products (chocolate). Thus, in support of general theories of arts-based methods in management, emotion appears to be a fundamental mechanism through which art affects product and price evaluations.

Suggested Citation

  • Estes, Zachary & Brotto, Luisa & Busacca, Bruno, 2018. "The value of art in marketing: An emotion-based model of how artworks in ads improve product evaluations," Journal of Business Research, Elsevier, vol. 85(C), pages 396-405.
    • Handle: RePEc:eee:jbrese:v:85:y:2018:i:c:p:396-405
    DOI: 10.1016/j.jbusres.2017.10.017
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    1. 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.
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    4. Sandra Krim, 2022. "Conceptualizing the media of artification: a contribution to the theory of artification of luxury brands," Post-Print hal-03675162, HAL.
    5. Ruan, Yanya & Mezei, József, 2022. "When do AI chatbots lead to higher customer satisfaction than human frontline employees in online shopping assistance? Considering product attribute type," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    6. Park, Sangchul & Kim, Sanghoon & Ahn, Sungsook, 2023. "The role of consumers' construal level in art-infusion-type effect on retail product evaluation," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    7. Quach, Sara & Septianto, Felix & Thaichon, Park & Nasution, Reza Ashari, 2022. "The role of art infusion in enhancing pro-environmental luxury brand advertising," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    8. Angela Madan & Mihai-Ioan Roșca & Adrian Apostol, 2022. "A Holistic Concept based on Modern Influential Techniques of Integrated Marketing Communication: A Country Image Model," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 71-90, November.
    9. Kim, Pielah & Deng, Xiaoyan & Unnava, Rao, 2020. "In the eye of the beholder: Cross-pollination between art-infused products and retail spaces," Journal of Business Research, Elsevier, vol. 117(C), pages 302-311.
    10. Larbi Safaa & Anas Khazi & Dalia Perkumienė & Vytautas Labanauskas, 2023. "Arts-Based Management between Actions and Conjunctions: Lessons from a Systematic Bibliometric Analysis," Administrative Sciences, MDPI, vol. 13(9), pages 1-18, September.
    11. Park, Sangchul & Kim, Sanghoon & Ahn, Sungsook, 2023. "Understanding the effect of art infusion type on retail product shopping: An attention to the intervening role of customers’ financial wealth," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    12. Hsuan‐Yi Chou & Xing‐Yu (Marcos) Chu & Tzu‐Chun Chen, 2022. "The healing effect of cute elements," Journal of Consumer Affairs, Wiley Blackwell, vol. 56(2), pages 565-596, June.
    13. Lecoeuvre, Laurence & Turner, Rodney & Kuppelwieser, Volker G., 2021. "Customer experience in the B2B area: The impact of age-related impressions," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    14. Kemp, Elyria & Cowart, Kelly & Bui, My (Myla), 2020. "Promoting consumer well-being: Examining emotion regulation strategies in social advertising messages," Journal of Business Research, Elsevier, vol. 112(C), pages 200-209.

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