아트 인퓨전이 소비자의 가격 정보 처리에 미치는 영향

초록

Art infusion is a effective marketing strategy that lead to favorable responses from consumers. Prior researches have suggested that luxury perception through art infusion has a favorable influence on consumers' attitudes. However, prior researches focused mainly on the positive effects of art infusion on consumers' attitudes, and they did not consider the price strategy through art infusion. This research investigated the impact of art infusion on the consumers' interpretation of price information, focusing on the luxury perception and construal level. The findings of Study 1 showed that a high price level enhanced perception of quality when art image was infused into the product because consumers interpreted price information as an indicator of quality. However, a high price level enhanced perception of monetary sacrifice when art image was not infused into the product because consumers interpreted price information as an indicator of monetary sacrifice. The findings also revealed that perceived quality and perceived monetary sacrifice mediated the two-way interaction (art infusion x price level) effect on the consumers' evaluation towards product. The findings of Study 2 showed the two-way interaction (art infusion x price level) effect was found to be significant only for utilitarian product. The findings of Study 3 showed even if art image is infused into the product, the consumers' interpretation of price information was dependent on the level of luxury. At higher levels of luxury, consumers interpreted price information as an indicator of quality. But at lower levels of luxury, they interpreted price information as an indicator of monetary sacrifice. Finally, we proposed implications for effective art infusion strategies and price strategies for marketers.

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