In the eye of the beholder: Cross-pollination between art-infused products and retail spaces

摘要

In four studies, this research investigates consumers' responses to the trend of art commercialization and, more importantly, provides marketers solutions validated empirically to target consumers who disapprove of commercializing art and thus, dislike art-infused products, by examining the cross-pollination between emerging retail practices-infusing art on products and in retail spaces. First, we demonstrate that consumers exhibit heterogeneous views on commercialization that translate into their evaluations of art-infused products (Pilot study). We then verify consumers' involvement with art as the reason for this heterogeneity (Study 1). Second, we suggest two methods to infuse art in retail spaces to induce consumers' situational cognitive and affective involvement with art. As a result, familiarity with art (Study 2) and sensory experience with art (Studies 3A and 3B) are found effective in increasing the intention to purchase products infusing art on the part of the segment of consumers who initially disapprove of commercializing art.