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

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

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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.

Item Type: Article
Date Type: Publication
Status: Published
Schools: Business (Including Economics)
Additional Information: Released with a Creative Commons Attribution Non-Commercial No Derivatives License (CC BY-NC-ND)
Publisher: Elsevier
ISSN: 0022-4359
Date of First Compliant Deposit: 15 November 2018
Date of Acceptance: 15 November 2018
Last Modified: 20 Jan 2021 13:41

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