Art Is Its Own Reward

The “art infusion effect” suggests that people evaluate products more positively when they are associated with art images than non-art images. Using functional magnetic resonance imaging during viewing of art and non-art images matched for content, the authors investigated whether artistic status alone could activate the reward circuit. Relative to non-art images, art images indeed activated reward-related regions including the ventral striatum. This activity was uncorrelated with response times, ratings of familiarity, or aesthetic preference for art images, suggesting that these variables were unrelated to the art-selective activations. Effective connectivity analyses showed that the ventral striatum was driven by visual cortical regions when viewing art images but not non-art images and was not driven by regions that correlated with aesthetic preference for either art or non-art images. These findings suggest that visual art involves activation of reward circuitry based on artistic status alone and independently of its aesthetic value.

Artification strategies to improve luxury perceptions: the role of adding an artist name

Purpose The purpose of this paper is to examine the impact of adding the name of an artist to an art-infused product as a way to improve luxury perceptions. Additionally, the underlying processes are explored through the mediation of perceptions of aesthetics, exclusivity and brand quality. Design/methodology/approach Two experimental studies were conducted with two independent samples of students (n = 215) and the general population (n = 291). A between-subjects design (artist name: present versus absent) was used to test the main effect and mediation, and it was replicated in two different conditions: low- and high-quality brands. Findings The results indicate that when an artist’s name is added to the description of an art-infused product, luxury perceptions improve significantly. These results are also explained by a significant complementary mediation of aesthetics, exclusivity and product quality. Originality/value This paper addresses important issues in the understanding of alternative ways to gain luxury associations through an artification strategy. This paper clearly contributes to expanding the effects of art infusion in branding, considering the use of artists’ names as a luxury perception booster. In addition, this paper provides insight into the underlying processes and guides marketers on how to manage potential artist collaborations in low- or high-quality brand contexts.