IDEAS home Printed from https://ideas.repec.org/a/kap/mktlet/v23y2012i3p893-904.html
   My bibliography  Save this article

Visual art in advertising: The effects of utilitarian vs. hedonic product positioning and price information

Author

Listed:
  • Verena Huettl
  • Heribert Gierl

Abstract

Recent research has reported that visual artwork used in advertisements or on product packaging affects perceptions of luxury and contributes positively to attitudes toward products. Thus, the use of visual artwork has been recommended to promote products. We investigated the effect of artwork on purchase intentions and identified a co-occurring negative effect via perceptions of expensiveness. Our research indicates that the sign of the overall effect of artwork depends on two moderators. The positive effect via perceptions of luxury exists only for hedonic products but not for utilitarian ones. The negative effect via perceptions of expensiveness only appears when information about the product’s price is not provided to the consumer. Based on our findings, we recommend using art only for hedonic products for which the prices are known. Copyright Springer Science+Business Media, LLC 2012

Suggested Citation

  • Verena Huettl & Heribert Gierl, 2012. "Visual art in advertising: The effects of utilitarian vs. hedonic product positioning and price information," Marketing Letters, Springer, vol. 23(3), pages 893-904, September.
    • Handle: RePEc:kap:mktlet:v:23:y:2012:i:3:p:893-904
    DOI: 10.1007/s11002-012-9196-z
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1007/s11002-012-9196-z
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1007/s11002-012-9196-z?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Wilfred Amaldoss & Sanjay Jain, 2005. "Conspicuous Consumption and Sophisticated Thinking," Management Science, INFORMS, vol. 51(10), pages 1449-1466, October.
    2. Slonim, Robert & Garbarino, Ellen, 1999. "The Effect of Price History on Demand as Mediated by Perceived Price Expensiveness," Journal of Business Research, Elsevier, vol. 45(1), pages 1-14, May.
    3. Joy, Annamma & Sherry, John F, Jr, 2003. "Speaking of Art as Embodied Imagination: A Multisensory Approach to Understanding Aesthetic Experience," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(2), pages 259-282, September.
    4. Lynn, Michael, 1989. "Scarcity effects on desirability: Mediated by assumed expensiveness?," Journal of Economic Psychology, Elsevier, vol. 10(2), pages 257-274, June.
    5. Xinshu Zhao & John G. Lynch & Qimei Chen, 2010. "Reconsidering Baron and Kenny: Myths and Truths about Mediation Analysis," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(2), pages 197-206, August.
    6. Benjamin R. Mandel, 2009. "Art as an Investment and Conspicuous Consumption Good," American Economic Review, American Economic Association, vol. 99(4), pages 1653-1663, September.
    7. Strahilevitz, Michal & Myers, John G, 1998. "Donations to Charity as Purchase Incentives: How Well They Work May Depend on What You Are Trying to Sell," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 434-446, March.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    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.
    2. Logkizidou, Maria & Bottomley, Paul & Angell, Rob & Evanschitzky, Heiner, 2019. "Why Museological Merchandise Displays Enhance Luxury Product Evaluations: An Extended Art Infusion Effect," Journal of Retailing, Elsevier, vol. 95(1), pages 67-82.
    3. Thomas Rompay & Marieke Fransen & Bianca Borgelink, 2014. "Light as a feather: Effects of packaging imagery on sensory product impressions and brand evaluation," Marketing Letters, Springer, vol. 25(4), pages 397-407, December.
    4. Saravana Jaikumar & Ankur Sarin, 2015. "Conspicuous consumption and income inequality in an emerging economy: evidence from India," Marketing Letters, Springer, vol. 26(3), pages 279-292, September.
    5. Li, You & Chang, Yaping & Liang, Zhehao, 2022. "Attracting more meaningful interactions: The impact of question and product types on comments on social media advertisings," Journal of Business Research, Elsevier, vol. 150(C), pages 89-101.
    6. Mantovani, Danielle & Tazima, Deborah Iuri, 2016. "Arte visual e foco regulatório na avaliação dos consumidores," RAE - Revista de Administração de Empresas, FGV-EAESP Escola de Administração de Empresas de São Paulo (Brazil), vol. 56(2), March.
    7. Garrido-Morgado, Álvaro & González-Benito, Óscar & Martos-Partal, Mercedes & Campo, Katia, 2021. "Which Products are More Responsive to In-Store Displays: Utilitarian or Hedonic?," Journal of Retailing, Elsevier, vol. 97(3), pages 477-491.
    8. Machiels, Casparus J.A. & Orth, Ulrich R., 2017. "Verticality in product labels and shelves as a metaphorical cue to quality," Journal of Retailing and Consumer Services, Elsevier, vol. 37(C), pages 195-203.
    9. Jung Eun Lee & Songyee Hur & Brandi Watkins, 2018. "Visual communication of luxury fashion brands on social media: effects of visual complexity and brand familiarity," Journal of Brand Management, Palgrave Macmillan, vol. 25(5), pages 449-462, September.
    10. Didi Alaoui, Mohamed & Valette-Florence, Pierre & Cova, Véronique, 2022. "How psychological distance shapes hedonic consumption: The moderating role of the need to justify," Journal of Business Research, Elsevier, vol. 146(C), pages 57-69.
    11. Sung, Billy & Crawford, Robert & Teah, Min & Stankovic, Michelle & Phau, Ian, 2020. "The “timber box†effect for premium wines," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    12. 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.
    13. Xu, Xun & Munson, Charles L. & Zeng, Shuo, 2017. "The impact of e-service offerings on the demand of online customers," International Journal of Production Economics, Elsevier, vol. 184(C), pages 231-244.
    14. Sebastian Schneider, 2022. "Price-related consumer discussions in China and the United States: a cross-cultural study investigating price perceptions and word-of-mouth transmission," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 21(3), pages 274-290, June.
    15. Sebastian Schneider & Frank Huber, 2022. "You paid what!? Understanding price-related word-of-mouth and price perception among opinion leaders and innovators," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 21(1), pages 64-80, February.
    16. 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).
    17. Giovanni Pino & Gianluigi Guido & Rajan Nataraajan, 2017. "Iconic art infusion in luxury retail strategies: Unveiling the potential," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 27(2), pages 136-147, April.
    18. Pleyers, Gordy, 2021. "Shape congruence in product design: Impacts on automatically activated attitudes," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    19. Ferreira, Fernando A.F., 2018. "Mapping the field of arts-based management: Bibliographic coupling and co-citation analyses," Journal of Business Research, Elsevier, vol. 85(C), pages 348-357.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Ostovan, Nima & Khalili Nasr, Arash, 2022. "The manifestation of luxury value dimensions in brand engagement in self-concept," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    2. Elisa Monnot & Fanny Reniou & Béatrice Parguel, 2014. "Consumer responses to elimination of overpackaging on private label products," Working Papers halshs-01076408, HAL.
    3. Catherine Janssen & Joëlle Vanhamme & Adam Lindgreen & Cécile Lefebvre, 2014. "The Catch-22 of Responsible Luxury: Effects of Luxury Product Characteristics on Consumers’ Perception of Fit with Corporate Social Responsibility," Journal of Business Ethics, Springer, vol. 119(1), pages 45-57, January.
    4. Elisa Monnot & Fanny Reniou & Béatrice Parguel, 2014. "Réponses des consommateurs à la suppression des suremballages sur les MDD," Post-Print hal-01644771, HAL.
    5. Jenni Sipilä & Sascha Alavi & Laura Marie Edinger-Schons & Sabrina Dörfer & Christian Schmitz, 2021. "Corporate social responsibility in luxury contexts: potential pitfalls and how to overcome them," Journal of the Academy of Marketing Science, Springer, vol. 49(2), pages 280-303, March.
    6. Kukar-Kinney, Monika & Xia, Lan, 2017. "The effectiveness of number of deals purchased in influencing consumers' response to daily deal promotions: A cue utilization approach," Journal of Business Research, Elsevier, vol. 79(C), pages 189-197.
    7. Chun-Tuan Chang & Xing-Yu (Marcos) Chu, 2020. "The give and take of cause-related marketing: purchasing cause-related products licenses consumer indulgence," Journal of the Academy of Marketing Science, Springer, vol. 48(2), pages 203-221, March.
    8. Dongho Yoo & Jung-Ae Kim & Sun-Jae Doh, 2018. "The Dual Processing of Donation Size in Cause-Related Marketing (CRM): The Moderating Roles of Construal Level and Emoticons," Sustainability, MDPI, vol. 10(11), pages 1-21, November.
    9. Joëlle Vanhamme & Adam Lindgreen & Jon Reast & Nathalie Popering, 2012. "To Do Well by Doing Good: Improving Corporate Image Through Cause-Related Marketing," Journal of Business Ethics, Springer, vol. 109(3), pages 259-274, September.
    10. Yunjeong Ahn & Jieun Lee, 2019. "The Effect of Participation Effort on CSR Participation Intention: The Moderating Role of Construal Level on Consumer Perception of Warm Glow and Perceived Costs," Sustainability, MDPI, vol. 12(1), pages 1-14, December.
    11. repec:dau:papers:123456789/14325 is not listed on IDEAS
    12. Didi Alaoui, Mohamed & Valette-Florence, Pierre & Cova, Véronique, 2022. "How psychological distance shapes hedonic consumption: The moderating role of the need to justify," Journal of Business Research, Elsevier, vol. 146(C), pages 57-69.
    13. Carolina Werle & Brian Wansink & Collin Payne, 2015. "Is it fun or exercise? The framing of physical activity biases subsequent snacking," Marketing Letters, Springer, vol. 26(4), pages 691-702, December.
    14. Kapferer, Jean-Noël & Valette-Florence, Pierre, 2021. "Which consumers believe luxury must be expensive and why? A cross-cultural comparison of motivations," Journal of Business Research, Elsevier, vol. 132(C), pages 301-313.
    15. Parguel, Béatrice & Delécolle, Thierry & Valette-Florence, Pierre, 2016. "How price display influences consumer luxury perceptions," Journal of Business Research, Elsevier, vol. 69(1), pages 341-348.
    16. Koo, Jieun & Suk, Kwanho, 2020. "Is $0 Better than Free? Consumer Response to “$0” versus “Free” Framing of a Free Promotion," Journal of Retailing, Elsevier, vol. 96(3), pages 383-396.
    17. De Vries, Eline L.E. & Duque, Lola C., 2018. "Small but Sincere: How Firm Size and Gratitude Determine the Effectiveness of Cause Marketing Campaigns," Journal of Retailing, Elsevier, vol. 94(4), pages 352-363.
    18. S. Arunachalam & Sridhar N. Ramaswami & Pol Herrmann & Doug Walker, 2018. "Innovation pathway to profitability: the role of entrepreneurial orientation and marketing capabilities," Journal of the Academy of Marketing Science, Springer, vol. 46(4), pages 744-766, July.
    19. Bilgihan, Anil & Madanoglu, Melih & Ricci, Peter, 2016. "Service attributes as drivers of behavioral loyalty in casinos: The mediating effect of attitudinal loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 31(C), pages 14-21.
    20. Kareklas, Ioannis & Muehling, Darrel D. & King, Skyler, 2019. "The effect of color and self-view priming in persuasive communications," Journal of Business Research, Elsevier, vol. 98(C), pages 33-49.
    21. Ashish Arora & Michelle Gittelman & Sarah Kaplan & John Lynch & Will Mitchell & Nicolaj Siggelkow & Aaron K. Chatterji & Michael Findley & Nathan M. Jensen & Stephan Meier & Daniel Nielson, 2016. "Field experiments in strategy research," Strategic Management Journal, Wiley Blackwell, vol. 37(1), pages 116-132, January.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:kap:mktlet:v:23:y:2012:i:3:p:893-904. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.