Understanding the effect of art infusion on product evaluation: the boundary condition of multiple art exposures

What occurs in commodity markets that interfere with the effect of art infusion on consumers? This study examined the content-independent art infusion effect and consumers’ product evaluation in the context of the art infusion effect at different levels of art exposure. Three experiments were conducted in this study. Study 1 examined the art infusion effect of artwork from different sources by analyzing experimental data (N = 282) based on the art infusion theoretical model. Study 2 tested an art “fatigue” effect produced by multiple art exposures by analyzing experimental data (N = 30) based on the art “fatigue” theory. Study 3 tested a moderated mediation model with multiple art exposures as a moderator by analyzing experimental data (N = 527) based on Studies 1 and 2. Similar to Western artwork, Eastern artwork has an art infusion effect on products. Multiple views of visual painting artwork (multiple art exposures) moderated the influence of art presence on luxury perceptions. Increased art exposure resulted in an art “fatigue” effect, which reduced the positive impact of the art infusion effect on product evaluation. This study supports and enriches content-independent research on the effects of art infusion. Moreover, in art infusion research, this is the first time that the theory of art “fatigue” and the theory of art infusion have been integrated. The influence of art “Fatigue” on the effect of art infusion was examined. We empirically tested a moderated mediation model with multiple art exposures as the moderating variable for the first time, revealing the boundaries of the applicability of the art infusion effect. This expanded knowledge provides important insights for marketers in designing effective marketing strategies.