본문 바로가기
KERD
논문KCI 등재

Unveiling the latent consumer values from art-infused products: A qualitative approach

2

조회

0

다운로드

1

인용

0

참고문헌

키워드

주제분류경영학

초록

Product design is often the first point of contact between the consumer and firm through an internet search, advertisements or retail aisles and art is an innovative way to transform it and grab eyeballs. Hence, this study aims to recognize and categorize latent consumer values that interplay the mental map of the consumers while consuming the art-infused products using mean end chain analysis and the Laddering approach. Data collected through n = 39 face-to-face in-depth interviews from individuals with both inclina- tion and aversion towards art, helped us to identify Functional (premium quality), Hedonic (social interaction, knowledge-seeking, and sense of joy and peace), and Symbolic (reflect personality, uniqueness, and seek attention) values. Moreover, it highlights the practical applications that can facilitate marketers to cater to their target consumers’ desired values.

Abstract

Product design is often the first point of contact between the consumer and firm through an internet search, advertisements or retail aisles and art is an innovative way to transform it and grab eyeballs. Hence, this study aims to recognize and categorize latent consumer values that interplay the mental map of the consumers while consuming the art-infused products using mean end chain analysis and the Laddering approach. Data collected through n = 39 face-to-face in-depth interviews from individuals with both inclina- tion and aversion towards art, helped us to identify Functional (premium quality), Hedonic (social interaction, knowledge-seeking, and sense of joy and peace), and Symbolic (reflect personality, uniqueness, and seek attention) values. Moreover, it highlights the practical applications that can facilitate marketers to cater to their target consumers’ desired values.

참고문헌 (52)

  1. Audita Handini, "The fashion development process for traditional costumes in the contemporary global fashion market", Journal of Global Fashion Marketing, 14(1), pp.108~122 (2023), 한국마케팅과학회[DOI]
  2. Bloch, P. H., "Seeking the ideal form : Product design and the consumer response", Journal of Marketing, 59(3), pp.16~29 (1995)[DOI]
  3. Bloch, P. H., "Product design and marketing : Reflections after fifteen years", Journal of Product Innovation Management, 28(3), pp.378~380 (2011)[DOI]
  4. Bourdieu, P., "The love of art: European art museums and their public" (1991), Polity Press
  5. Brunner, S. H., "Policy strategies to foster the resilience of mountain social-ecological systems under uncertain global change", Environmental Science & Policy, 66, pp.129~139 (2016)[DOI]
  6. Buonincontri, P., "Managing the experience co-creation process in tourism destinations : Empirical findings from Naples", Tourism Management, 62, pp.264~277 (2017)[DOI]
  7. Deng, S., "A quantitative comparison of phytochemical components in global noni fruits and their commercial products", Food Chemistry, 122(1), pp.267~270 (2010)[DOI]
  8. Emmert, P., "Measurement of communication behavior" (1989), Addison-Wesley Longman Limited
  9. Fuller, D. A., "Moderating unintended pollution : The role of sustainable product design", Journal of Business Research, 57(11), pp.1231~1238 (2004)[DOI]
  10. Gengler, C. E., "Improving the graphic representation of means-end results", International Journal of Research in Marketing, 12(3), pp.245~256 (1995)[DOI]
  11. Giese, J. L., "Advancing the aesthetic middle principle : Trade-offs in design attractiveness and strength", Journal of Business Research, 67(6), pp.1154~1161 (2014)[DOI]
  12. Grunert, K. G., "Measuring subjective meaning structures by the laddering method : Theoretical considerations and methodological problems", International Journal of Research in Marketing, 12(3), pp.209~225 (1995)[DOI]
  13. Mansi Gupta, "Art infusion phenomenon: a systematic literature review", Journal of Product & Brand Management, 32(2), pp.235~256 (2022), Emerald[DOI]
  14. Hagtvedt, H., "Art infusion : The influence of visual art on the perception and evaluation of consumer products", Journal of Marketing Research, 45(3), pp.379~389 (2008)[DOI]
  15. Hekkert, P., "Product aesthetics Product experience" (2008), Elsevier
  16. Holbrook, M. B., "Consumer value. A framework for analysis and research" (1999), Routledge
  17. Homburg, C., "New product design : Concept, measurement, and consequences", Journal of Marketing, 79(3), pp.41~56 (2015)[DOI]
  18. Im, S., "Consumer perceptions of product creativity, coolness, value and attitude", Journal of Business Research, 68(1), pp.166~172 (2015)[DOI]
  19. Jacobsen, T., "Descriptive and evaluative judgment processes: Behavioral and electrophysiological indices of processing symmetry and aesthetics", Cognitive, Affective, & Behavioral Neuroscience, 3(4), pp.289~299 (2003)[DOI]
  20. Jain Sheetal, "Critical success factors for luxury fashion brands in emerging markets: Insights from a qualitative study", Journal of Global Fashion Marketing, 12(1), pp.47~61 (2021), 한국마케팅과학회[DOI]
  21. Kapferer, J. N., "Managing luxury brands", Journal of Brand Management, 4(4), pp.251~259 (1997)[DOI]
  22. Kassarjian, H., "Content analysis in consumer research", The Journal of Consumer Research, 4(1), pp.8~18 (1977)[DOI]
  23. Kaur Harsandaldeep, "Actual versus ideal self: An examination of the impact of fashion self congruence on consumer’s fashion consciousness and status consumption tendencies", Journal of Global Fashion Marketing, 12(2), pp.146~160 (2021), 한국마케팅과학회[DOI]
  24. 김규림, "Art Infusion in Fashion Product: The influence of Visual Art on Product Evaluation and Purchase Intention of Consumers", Journal of Global Fashion Marketing, 3(4), pp.180~186 (2012), 한국마케팅과학회[DOI]
  25. Kvale, S., "Interviews: Learning the craft of qualitative research interviewing" (2009), Sage
  26. Lee, H. C., "The role of visual art in enhancing perceived prestige of luxury brands", Marketing Letters, 26(4), pp.593~606 (2015)[DOI]
  27. Lidwell, W., "Universal principles of design" (2003), Rockport Publishers
  28. Logkizidou Maria, "The neglected unity-in-variety principle: A holistic rather than a single-factor approach in conceptualising a visual merchandise display", Journal of Global Fashion Marketing, 12(4), pp.309~326 (2021), 한국마케팅과학회[DOI]
  29. Loureiro, S. M. C., "The effect of benign and malicious envies on desire to buy luxury fashion items", Journal of Retailing and Consumer Services, 52, pp.101688~ (2020)[DOI]
  30. Loureiro, S. M. C., "Enhancing brand coolness through perceived luxury values : Insight from luxury fashion brands", Journal of Retailing and Consumer Services, 57, pp.102211~ (2020)[DOI]
  31. Loureiro, S. M. C., "Engaging fashion consumers in social media: The case of luxury brands", International Journal of Fashion Design, Technology and Education, 11(3), pp.310~321 (2018)[DOI]
  32. Loureiro, S. M. C., "The role of background music in the visitors’ experience of art exhibition : Music, memory, and art appraisal", International Journal of Arts Management, 22(1), pp.4~24 (2019)
  33. Luchs, M. G., "Product choice and the importance of aesthetic design given the emotion-laden trade-off between sustainability and functional performance", Journal of Product Innovation Management, 29(6), pp.903~916 (2012)[DOI]
  34. McManus, I. C., "The aesthetics of colour", Perception, 10(6), pp.651~666 (1981)[DOI]
  35. Alison Munsch, "Millennial and generation Z digital marketing communication and advertising effectiveness: A qualitative exploration", Journal of Global Scholars of Marketing Science(마케팅과학연구), 31(1), pp.10~29 (2021), 한국마케팅과학회[DOI]
  36. Paintsil Ashley, "Sharing personal experiences and online consumer engagement: A case study of Glossier", Journal of Global Fashion Marketing, 13(1), pp.1~15 (2022), 한국마케팅과학회[DOI]
  37. Alessandro M. Peluso, "Luxury advertising and recognizable artworks", European Journal of Marketing, 51(11, pp.12) (2017), 2192~2206[DOI]
  38. Prentice, C., "Consumer-based approach to customer engagement–the case of luxury brands", Journal of Retailing and Consumer Services, 43, pp.325~332 (2018)[DOI]
  39. Quach, S., "The role of art infusion in enhancing pro-environmental luxury brand advertising", Journal of Retailing and Consumer Services, 64, pp.102780~ (2022)[DOI]
  40. Raghubir, P., "Ratios in proportion : What should the shape of the package be", Journal of Marketing, 70(2), pp.95~107 (2006)[DOI]
  41. Reynolds, T. J., "Laddering theory, method, analysis, and interpretation", Journal of Advertising Research, 28(1), pp.11~31 (1988)
  42. Salem Suha Fouad, "What drives Malaysian online fashion shopping? The mediating role of perceived value", Journal of Global Fashion Marketing, 13(1), pp.75~89 (2022), 한국마케팅과학회[DOI]
  43. Seo, Y., "The role of cultural congruence in the art infusion effect", Journal of Consumer Psychology, 32(4), pp.634~651 (2021)[DOI]
  44. Sheth, J. N., "Why we buy what we buy : A theory of consumption values", Journal of Business Research, 22(2), pp.159~170 (1991)[DOI]
  45. Smith, J. B., "Customer value creation : A practical framework", Journal of Marketing Theory and Practice, 15(1), pp.7~23 (2007)[DOI]
  46. Sørensen, F., "Research methods in service innovation" (2017), Edward Elgar Publishing
  47. Sweeney, J. C., "Consumer perceived value : The development of a multiple item scale", Journal of Retailing, 77(2), pp.203~220 (2001)[DOI]
  48. Tynan, C., "Co-creating value for luxury brands", Journal of Business Research, 63(11), pp.1156~1163 (2010)[DOI]
  49. Vukadin, A., "When art meets mall : Impact on shopper responses", Journal of Product & Brand Management, 27(3), pp.277~293 (2018)[DOI]
  50. Wansink, B., "Using laddering to understand and leverage a brand’s equity", Qualitative Market Research : An International Journal, 6(2), pp.111~118 (2003)[DOI]
  51. Wiedmann, K. P., "Value-based segmentation of luxury consumption behavior", Psychology & Marketing, 26(7), pp.625~651 (2009)[DOI]
  52. Zolfagharian, M. A., "Motives for purchasing artwork, collectibles and antiques", Journal of Business & Economics Research, 9(4), pp.27~42 (2011)[DOI]

관련 논문AI추천

이 간행물의 다른 논문 (6건)