The art infusion effect posits that exposure to visual artworks heightens the perceived luxuriousness of related brands. Across six studies conducted in different cultural settings, we establish that the art infusion effect is dependent on cultural congruence. That is, when the artwork’s country-of-origin (CO) is culturally congruent (vs. incongruent) with the brand’s CO, such an artwork bestows higher perceptions of brand luxuriousness. This occurs because cultural incongruence attenuates the art infusion effect. We term this moderating effect as brand-artwork CO congruence and show that it qualifies art infusion even if the congruent (vs. incongruent) artwork CO is stereotypically perceived as less luxurious. We further show that perceived brand authenticity underlies the effect of brand-artwork CO congruence. Overall, the present research illustrates that cultural congruence and subsequent perception of authenticity are critical components of the art infusion effect.

中文翻译：

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文化一致性在艺术注入效应中的作用

艺术注入效应假定接触视觉艺术品会提高相关品牌的奢华感。在不同文化背景下进行的六项研究中，我们确定艺术注入效应取决于文化一致性。也就是说，当艺术品的原产国 (CO) 与品牌的 CO 在文化上一致（与不一致）时，这样的艺术品会赋予品牌奢华度更高的感知。这是因为文化不一致削弱了艺术注入效应。我们将这种调节效应称为品牌-艺术品 CO 一致性，并表明它符合艺术注入的条件，即使一致（与不一致）的艺术品 CO 被刻板地认为不那么奢华。我们进一步表明，感知到的品牌真实性是品牌-艺术品 CO 一致性效应的基础。全面的，