Why Museological Merchandise Displays Enhance Luxury Product Evaluations: An Extended Art Infusion Effect

Maria Logkizidou*, Paul Bottomley, Rob Angell, Heiner Evanschitzky

*Corresponding author for this work

Research output: Contribution to journalArticle

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.

Original languageEnglish
JournalJournal of Retailing
Early online date7 Dec 2018
DOIs
Publication statusE-pub ahead of print - 7 Dec 2018

Bibliographical note

© 2018 The Authors. Published by Elsevier Inc. on behalf of New York University. This is an open access article under the CC BY license (http://creativecommons.org/licenses/by/4.0/)

Keywords

  • Art infusion
  • Display format
  • Luxury perceptions
  • Museological
  • Second order spillover

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