Abstract

Underpinned by art infusion theory and construal level theory, this research examines the role of illustrations and photographs in advertising a novel product (i.e. clean meat) and explores the underlying psychological mechanism of luxuriousness. We conducted three experiments to examine the differential effects of illustrations and photographs on customers’ willingness to try a meat product and ascertain whether this relationship was mediated by perceived luxuriousness. Participants reported a greater willingness to try a novel product, such as clean meat, when the advertisement featured an illustration (vs. a photograph), demonstrating the art infusion effect. However, there were non-significant differences among participants in terms of their willingness to try a familiar product, such as conventional meat. The indirect effect of illustration on willingness to try clean mean via perceived luxuriousness was stronger compared to the conventional meat condition. This mediation effect of luxuriousness was also validated using the moderation-of-process approach. The findings provide meaningful guidelines to marketing practitioners and highlight the pertinence of art infusion to clean meat consumption, a relatively unexplored research area.

摘要

本研究以艺术注入理论和解释水平理论为基础，探讨了插图和照片在新颖产品（即清洁肉类）广告中的作用，并探讨了奢华的潜在心理机制。我们进行了三项实验，研究插图和照片对顾客尝试肉类产品的意愿的不同影响，并确定这种关系是否是由感知的奢华来调节的。当广告以插图（而不是照片）为特色时，参与者表示更愿意尝试新颖的产品，例如清洁肉类，展示了艺术注入的效果。然而，参与者在尝试熟悉的产品（例如传统肉类）的意愿方面没有显着差异。与传统的肉类条件相比，插图通过感知奢华对尝试清洁手段的意愿的间接影响更强。奢华的这种中介效应也通过过程调节方法得到了验证。研究结果为营销从业者提供了有意义的指导，并强调了艺术注入与清洁肉类消费的相关性，这是一个相对未经探索的研究领域。