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《Journalism & Communication Review》 2019-05
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An Empirical Resaeoh on the How Art Image Visual Complexity Influences Product Luxury Perception

Gao Cheng;Xiao Chunqu;Zhu Hong;Zhao Shujie;Nanjing University;Nanjing Normal University;  
Visual arts are widely applied in product ads and designs given the high class perception it adds on products. However, because of the difficulty in scientifically defining art construct as well as quantifying artworks, academic researches on this trend lags far behind the level of industry. The current research categories visual art according to visual complexity, and examines the effect of art image on product luxury perception. The eye tracking and behavioral experiments results show that visually complex art images can lead to higher luxury perception of products(study 1-3). This is because when seeing complex artworks, consumers are highly aroused to evaluate the artistic perception of the stimuli and believe the art infused products are more luxurious(study 1-2). Brand value and pre-exposure can moderate the effect of art image visual complexity on product luxury perception, specifically high brand value will weaken the effect(study 2), while pre-exposure can strengthen it(study 3).
【Fund】: 国家自然科学基金面上项目(71372034);; 江苏省研究生创新课题(KYZZ15_0276)
【CateGory Index】: F273;J534;B842
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