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Novel products and advertising visuals: the mediating role of perceived luxuriousness on willingness to try clean meat products

Novel products and advertising visuals: the mediating role of perceived luxuriousness on willingness to try clean meat products
Novel products and advertising visuals: the mediating role of perceived luxuriousness on willingness to try clean meat products

Underpinned by art infusion theory and construal level theory, this research examines the role of illustrations and photographs in advertising a novel product (i.e. clean meat) and explores the underlying psychological mechanism of luxuriousness. We conducted three experiments to examine the differential effects of illustrations and photographs on customers’ willingness to try a meat product and ascertain whether this relationship was mediated by perceived luxuriousness. Participants reported a greater willingness to try a novel product, such as clean meat, when the advertisement featured an illustration (vs. a photograph), demonstrating the art infusion effect. However, there were non-significant differences among participants in terms of their willingness to try a familiar product, such as conventional meat. The indirect effect of illustration on willingness to try clean mean via perceived luxuriousness was stronger compared to the conventional meat condition. This mediation effect of luxuriousness was also validated using the moderation-of-process approach. The findings provide meaningful guidelines to marketing practitioners and highlight the pertinence of art infusion to clean meat consumption, a relatively unexplored research area.

advertising visual, Art infusion, clean meat, luxuriousness
0265-0487
916-944
Septianto, Felix
83467faf-5bff-43fc-9ef5-49df27983340
Quach, Sara
a2cf4540-8d24-4f09-b971-270b8a9892c1
Thaichon, Park
157a95b9-a097-4abc-8907-1d57751a2cfa
Japutra, Arnold
004a3f8c-4d07-4cc7-8660-c5b3a5983760
Septianto, Felix
83467faf-5bff-43fc-9ef5-49df27983340
Quach, Sara
a2cf4540-8d24-4f09-b971-270b8a9892c1
Thaichon, Park
157a95b9-a097-4abc-8907-1d57751a2cfa
Japutra, Arnold
004a3f8c-4d07-4cc7-8660-c5b3a5983760

Septianto, Felix, Quach, Sara, Thaichon, Park and Japutra, Arnold (2022) Novel products and advertising visuals: the mediating role of perceived luxuriousness on willingness to try clean meat products. International Journal of Advertising, 42 (5), 916-944. (doi:10.1080/02650487.2022.2125183).

Record type: Article

Abstract

Underpinned by art infusion theory and construal level theory, this research examines the role of illustrations and photographs in advertising a novel product (i.e. clean meat) and explores the underlying psychological mechanism of luxuriousness. We conducted three experiments to examine the differential effects of illustrations and photographs on customers’ willingness to try a meat product and ascertain whether this relationship was mediated by perceived luxuriousness. Participants reported a greater willingness to try a novel product, such as clean meat, when the advertisement featured an illustration (vs. a photograph), demonstrating the art infusion effect. However, there were non-significant differences among participants in terms of their willingness to try a familiar product, such as conventional meat. The indirect effect of illustration on willingness to try clean mean via perceived luxuriousness was stronger compared to the conventional meat condition. This mediation effect of luxuriousness was also validated using the moderation-of-process approach. The findings provide meaningful guidelines to marketing practitioners and highlight the pertinence of art infusion to clean meat consumption, a relatively unexplored research area.

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More information

Published date: 22 September 2022
Additional Information: Publisher Copyright: © 2022 Advertising Association.
Keywords: advertising visual, Art infusion, clean meat, luxuriousness

Identifiers

Local EPrints ID: 500238
URI: http://eprints.soton.ac.uk/id/eprint/500238
ISSN: 0265-0487
PURE UUID: 684fc308-4878-4473-8c1b-07afed9ff3dd
ORCID for Arnold Japutra: ORCID iD orcid.org/0000-0002-0513-8792

Catalogue record

Date deposited: 22 Apr 2025 17:19
Last modified: 23 Apr 2025 02:14

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Contributors

Author: Felix Septianto
Author: Sara Quach
Author: Park Thaichon
Author: Arnold Japutra ORCID iD

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