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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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【Citations】
Chinese Journal Full-text Database 1 Hits
1 HUANG Zi-Lan; ZHANG Wei-Dong (School of Psychology and Cognitive Science, East China Normal University, Shanghai 200062, China);Neuroaesthetics: Exploring Aesthetics and the Brain[J];心理科学进展;2012-05
【Co-citations】
Chinese Journal Full-text Database 4 Hits
1 Hu Jun;Research Centre for Intellectual Culture,Shanghai Academy of Social Sciences;;Art,Brain and Aesthetics:On the Development,Significance and Vision of Contemporary Western Neuroaesthetics[J];文艺理论研究;2015-04
2 Hu Jun;;The Progress and Prospects of Contemporary Chinese Cognitive Aesthetics[J];社会科学;2014-04
3 SHI Wen-fei(Department of Education,Zhangzhou Normal University,Zhangzhou 363000,Fujian China);A Review of Researches on Chinese Traditional Aesthetic Psychology of Recent Decade[J];惠州学院学报(社会科学版);2013-01
4 LI Dongjin 1 ;LI Yan 1 ;WU Ruijuan 2 (1Business School,Nankai University,Tianjin 300071,China) (2Management School,Tianjin University of Technology,Tianjin 300384,China);Consumer Aesthetic Experience in Product Design[J];心理科学进展;2013-02
【Secondary Citations】
Chinese Journal Full-text Database 2 Hits
1 WANG Nai-Yi1,2; LUO Yue-Jia2; DONG Qi1 (1 State Key Laboratory for Cognitive Neuroscience and Learning; 2 Institute of Educational Psychology and School Counselling,Faculty of Education,Beijing Normal University,Beijing 100875,China);Neural Correlates of Aesthetics[J];心理科学进展;2010-01
2 LI Qi-Wei(Institute of Psychology and Cognitive Science,East China Normal University,Shanghai 200062,China);Cognitive Revolution and Second-Generation Cognitive Science[J];心理学报;2008-12
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