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Why museological merchandise displays enhance luxury product evaluations: an extended art infusion effect

Why museological merchandise displays enhance luxury product evaluations: an extended art infusion effect
Why museological merchandise displays enhance luxury product evaluations: an extended art infusion effect
As retailers are increasingly turning to museum and art gallery inspired techniques for displaying luxury products (museological display formats), we investigate whether such staging elicits more favorable product evaluations. Providing an extension to Hagtvedt and Patrick’s (2008) classic art infusion effect, we propose that artistic essence is transferred to displayed merchandise via a second-order spillover effect, enhancing its perceived luxury to consumers. Across three experiments, the museological display format outperformed a more conventional, non-museological product display. Consumers reported higher purchase intentions, via a process whereby the merchandise was first perceived as being more luxurious and then less risk inducing. Explanations for why the museological display heightened perceptions of product luxury relating to service expectations, contamination, and visual appeal were also tested, but support for the extended art infusion effect remained undiminished.
0022-4359
67-82
Logkizidou, Maria
201d845a-f07f-4c9f-8f2a-02e6704246f9
Bottomley, Paul
b825f075-8eda-4890-b524-205bf9898288
Angell, Robert
ca8389e4-2a83-43a8-b331-c262eda37674
Evanschitzky, Heiner
73565ca7-3d89-48fc-b7a0-b4c3845f5ef9
Logkizidou, Maria
201d845a-f07f-4c9f-8f2a-02e6704246f9
Bottomley, Paul
b825f075-8eda-4890-b524-205bf9898288
Angell, Robert
ca8389e4-2a83-43a8-b331-c262eda37674
Evanschitzky, Heiner
73565ca7-3d89-48fc-b7a0-b4c3845f5ef9

Logkizidou, Maria, Bottomley, Paul, Angell, Robert and Evanschitzky, Heiner (2019) Why museological merchandise displays enhance luxury product evaluations: an extended art infusion effect. Journal of Retailing, 95 (1), 67-82. (doi:10.1016/j.jretai.2018.11.001).

Record type: Article

Abstract

As retailers are increasingly turning to museum and art gallery inspired techniques for displaying luxury products (museological display formats), we investigate whether such staging elicits more favorable product evaluations. Providing an extension to Hagtvedt and Patrick’s (2008) classic art infusion effect, we propose that artistic essence is transferred to displayed merchandise via a second-order spillover effect, enhancing its perceived luxury to consumers. Across three experiments, the museological display format outperformed a more conventional, non-museological product display. Consumers reported higher purchase intentions, via a process whereby the merchandise was first perceived as being more luxurious and then less risk inducing. Explanations for why the museological display heightened perceptions of product luxury relating to service expectations, contamination, and visual appeal were also tested, but support for the extended art infusion effect remained undiminished.

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Accepted/In Press date: 7 November 2018
e-pub ahead of print date: 7 December 2018
Published date: March 2019

Identifiers

Local EPrints ID: 426118
URI: http://eprints.soton.ac.uk/id/eprint/426118
ISSN: 0022-4359
PURE UUID: 15df18aa-2ddc-42e1-83eb-aab9e07cd8c0

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Date deposited: 14 Nov 2018 17:30
Last modified: 23 Jan 2020 17:32

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Contributors

Author: Maria Logkizidou
Author: Paul Bottomley
Author: Robert Angell
Author: Heiner Evanschitzky

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