Why Museological Merchandise Displays Enhance Luxury Product Evaluations: An Extended Art Infusion Effect
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...
Paper Details
Title
Why Museological Merchandise Displays Enhance Luxury Product Evaluations: An Extended Art Infusion Effect
Published Date
Mar 1, 2019
Journal
Volume
95
Issue
1
Pages
67 - 82
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