지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
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Purpose - Recently, many theoretical researches suggested that arts-based marketing strategies provide many benefits for marketers to differentiate their brand or product from others. However, there has been little research focusing on consumers’ response types from artwork (artifact-emotion appraisal; A-emotion vs. represented world-emotion appraisal; R-emotion). In order to deepen our understanding of arts-based marketing strategies, we addressed a research question related to how artwork-provoked consumers’ emotional response can impact the perceived evaluation of art infused products. Research design, data, and methodology - To answer the research question, we conducted a pretest and one experimental study. The experimental study was 2(art-provoked response type: A-emotion vs. R-emotion) by 2(emotional valence: positive vs. negative) by 2(produce type: hedonic vs. utilitarian) mixed design. The art-provoked response type and emotional valence were between-subject design and product type was within subject design. For the experimental study, 108 undergraduate students and graduate students were randomly assigned to one of 4 conditions (A-emotion-positive, A-emotion-negative, R-emotion-positive, R-emotion-negative). Participants reported their evaluation of art-infused product and other items for a manipulation check. Results - The major results from the experimental study are as follow. First, participant’s art-provoked response type influenced evaluation of art infused products differently. More specifically, the effect of emotional valence of artwork on product evaluation was not significant in A-emotion. However, in R-emotion, relative to the product with artwork provoked negative emotional valence, the product with artwork provoked positive emotional valence elicited significantly higher product evaluation. Second, product type also affected the art infusion effect significantly. Particularly, the differential effect of participant’s art-provoked response type on product evaluation revealed when it is for a utilitarian product, but not for a hedonic product. Conclusions - Theoretically, the findings of this study expand academic research on art infusion. And the findings also can be extrapolated to generate lots of implication for marketers. In sum, when they plan art marketing strategies to build the favorable relationship with their customers, they need to consider customers’ response type of an infused art and product type.
목차
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참고문헌 (33)
참고문헌 신청
Adaval, R. / 2001 / Sometimes it just feels right : The differential weighting of affect-consistent and affectinconsistent product information / Journal of Consumer Research 28:1~17
Barbin, B. J. / 1994 / Work and/or fun : Measuring hedonic and utilitarian shopping / Journal of Consumer Research 20(4):644~656
Bodur, H. O. / 2000 / Belief, affect, and attitude : alternative models of the determinants of attitude / Journal of Consumer Psychology 9(1):17~28
Barone, M. J. / 2000 / The Influence of positive mood on brand extension evaluations / Journal of Consumer Research 26(4):386~400
Chaudhuri, A. / 2001 / The chain of effects from brand trust and brand affect to brand performance : The role of brand royalty / Journal of Marketing 65(2):81~93
Barbin, B. J. / 1994 / Work and/or fun : Measuring hedonic and utilitarian shopping / Journal of Consumer Research 20(4):644~656
Bodur, H. O. / 2000 / Belief, affect, and attitude : alternative models of the determinants of attitude / Journal of Consumer Psychology 9(1):17~28
Barone, M. J. / 2000 / The Influence of positive mood on brand extension evaluations / Journal of Consumer Research 26(4):386~400
Chaudhuri, A. / 2001 / The chain of effects from brand trust and brand affect to brand performance : The role of brand royalty / Journal of Marketing 65(2):81~93
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