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Art infusion in retailing: The effect of art genres

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  • Naletelich, Kelly
  • Paswan, Audhesh K.

Abstract

Visual art is an integral part of our lives and affects us in more ways than we can imagine. However, research attention given to this topic is sparse and the primary focus has been on luxury products and retail settings. This study addresses this gap and investigates if different genre of art (realist, abstract or no art) influence the relationship between purchase intention and its antecedents (shopper, store and product characteristics). Results from a non-luxury eyeglass retail setting suggest that in the presence of abstract art, hedonic and utilitarian motivations, openness to art, the fact that the consumers made the choice and product aesthetics are positively associated with purchase intention. Whereas, in the presence of realist art only product aesthetics and symbolism was associated with purchase intention. Finally, when no art was present, purchase intention was positively associated with hedonic motivation, store atmosphere and social environment, and product aesthetics, but negatively with utilitarian motivation. These findings and their implications are discussed in the manuscript.

Suggested Citation

  • Naletelich, Kelly & Paswan, Audhesh K., 2018. "Art infusion in retailing: The effect of art genres," Journal of Business Research, Elsevier, vol. 85(C), pages 514-522.
    • Handle: RePEc:eee:jbrese:v:85:y:2018:i:c:p:514-522
    DOI: 10.1016/j.jbusres.2017.10.030
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    6. 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.
    7. 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).
    8. Ketron, Seth & Naletelich, Kelly & Migliorati, Stefano, 2021. "Representational versus abstract imagery: Effects on purchase intentions between vice and virtue foods," Journal of Business Research, Elsevier, vol. 125(C), pages 52-62.
    9. White, Christopher J. & Tong, Eudora, 2019. "On linking socioeconomic status to consumer loyalty behaviour," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 60-65.
    10. Haase, Janina & Wiedmann, Klaus-Peter, 2020. "The implicit sensory association test (ISAT): A measurement approach for sensory perception," Journal of Business Research, Elsevier, vol. 109(C), pages 236-245.

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