Featured Research

from universities, journals, and other organizations

Simple Recipe For Ad Success: Just Add Art

Date:
February 15, 2008
Source:
University of Georgia
Summary:
Advertisers looking to add appeal to their products need to look no farther than their nearest art museum, according to a new study that finds that even a fleeting exposure to art makes consumers evaluate products more positively. The study represents a pioneering attempt to systematically demonstrate how visual art influences consumer perceptions.

Advertisers looking to add appeal to their products need to look no farther than their nearest art museum, according to a new University of Georgia study that finds that even a fleeting exposure to art makes consumers evaluate products more positively.

Related Articles


The study, forthcoming in the Journal of Marketing Research, represents a pioneering attempt to systematically demonstrate how visual art influences consumer perceptions. The two authors, Henrik Hagtvedt and Vanessa M. Patrick, affirm that science may be used to increase our understanding of art.

“Art has connotations of excellence, luxury and sophistication that spill over onto products with which the art is associated,” said Patrick, an assistant professor at the UGA Terry College of Business. “We call this the ‘art infusion effect.’ It does not stem from the content of the artwork, that is, what is depicted in the artwork, but from general connotations of art itself.”

“Visual art has historically been used as a tool for persuasion,” said Hagtvedt, who is himself a critically acclaimed visual artist. “It has been used to sell everything from religion to politics to spaghetti sauce to the artist’s image. It’s about time we develop a scientific basis to understand how it actually works. It appears that for the average viewer a prototypical artwork represents a quest for excellence that goes beyond anything strictly necessary. An association with fine art therefore gives products an aura of luxury.”

The two researchers set out to investigate the art infusion phenomenon with three studies. First, they posed as waiters at a local restaurant and showed 100 patrons sets of silverware in black velvet boxes. The top of the box had either a print of Vincent Van Gogh’s Café Terrace at Night or a photograph of a similar scene. Even after just a brief exposure to one of the images, the diners rated the silverware in the box with art as more luxurious.

The second study revealed that a relatively unfamiliar artwork can successfully compete with a famous celebrity in conveying a luxury appeal. The third study demonstrated that the content of the specific artwork is not necessarily important, but that general connotations of art matter. Indeed, even a painting of a burning building on the face of a soap dispenser resulted in the soap dispenser being perceived as luxurious.

“Consumers are constantly being bombarded by advertising messages, and the fact that something works despite the noise that exists in a retail environment is very valuable for marketers,” said Patrick. “This works. We’ve tried it both in the laboratory and in a real-world setting.”

“The art infusion effect is based on the human ability to recognize the creativity and skill involved in artistic expression,” said Hagtvedt. “It’s a universal phenomenon, and it stands out, even with all the stimuli competing for attention in contemporary society.”

The researchers add that because this effect of art is independent of its content, art is a uniquely powerful marketing tool. Celebrities, another common tool used in advertising, may appeal to only certain segments of the population, and their popularity may depend on the latest movie or fashion shoot. Art, on the other hand, is universally recognized and timeless. The study results also show that the art infusion effect, contrary to popular wisdom, even works for everyday, non-luxury items.

“The products that we used in our studies were relatively ordinary items such as silverware, soap dispensers and bathroom fixtures – clearly not product categories you would typically associate with art, indicating the possibility of a broad use of art in marketing,” said Patrick.


Story Source:

The above story is based on materials provided by University of Georgia. Note: Materials may be edited for content and length.


Cite This Page:

University of Georgia. "Simple Recipe For Ad Success: Just Add Art." ScienceDaily. ScienceDaily, 15 February 2008. <www.sciencedaily.com/releases/2008/02/080211120643.htm>.
University of Georgia. (2008, February 15). Simple Recipe For Ad Success: Just Add Art. ScienceDaily. Retrieved October 25, 2014 from www.sciencedaily.com/releases/2008/02/080211120643.htm
University of Georgia. "Simple Recipe For Ad Success: Just Add Art." ScienceDaily. www.sciencedaily.com/releases/2008/02/080211120643.htm (accessed October 25, 2014).

Share This



More Mind & Brain News

Saturday, October 25, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Academic Scandal Shocks UNC

Academic Scandal Shocks UNC

AP (Oct. 23, 2014) — A scandal involving bogus classes and inflated grades at the University of North Carolina was bigger than previously reported, a new investigation found. (Oct. 23) Video provided by AP
Powered by NewsLook.com
Working Mother Getaway: Beaches Turks & Caicos

Working Mother Getaway: Beaches Turks & Caicos

Working Mother (Oct. 22, 2014) — Feast your eyes on this gorgeous family-friendly resort. Video provided by Working Mother
Powered by NewsLook.com
What Your Favorite Color Says About You

What Your Favorite Color Says About You

Buzz60 (Oct. 22, 2014) — We all have one color we love to wear, and believe it or not, your color preference may reveal some of your character traits. In celebration of National Color Day, Krystin Goodwin (@kyrstingoodwin) highlights what your favorite colors may say about you. Video provided by Buzz60
Powered by NewsLook.com
First-Of-Its-Kind Treatment Gives Man Ability To Walk Again

First-Of-Its-Kind Treatment Gives Man Ability To Walk Again

Newsy (Oct. 21, 2014) — A medical team has for the first time given a man the ability to walk again after transplanting cells from his brain onto his severed spinal cord. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
 
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:  

Breaking News:

Strange & Offbeat Stories

 

Health & Medicine

Mind & Brain

Living & Well

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:  

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile iPhone Android Web
Follow Facebook Twitter Google+
Subscribe RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins