Marketing Letters

, Volume 23, Issue 3, pp 893–904 | Cite as

Visual art in advertising: The effects of utilitarian vs. hedonic product positioning and price information

  • Verena HuettlEmail author
  • Heribert Gierl


Recent research has reported that visual artwork used in advertisements or on product packaging affects perceptions of luxury and contributes positively to attitudes toward products. Thus, the use of visual artwork has been recommended to promote products. We investigated the effect of artwork on purchase intentions and identified a co-occurring negative effect via perceptions of expensiveness. Our research indicates that the sign of the overall effect of artwork depends on two moderators. The positive effect via perceptions of luxury exists only for hedonic products but not for utilitarian ones. The negative effect via perceptions of expensiveness only appears when information about the product’s price is not provided to the consumer. Based on our findings, we recommend using art only for hedonic products for which the prices are known.


Visual art Hedonic and utilitarian products Perceptions of luxury Perceptions of expensiveness 



The authors wish to thank two anonymous reviewers and the responsible co-editor Frank R. Kardes for providing helpful comments. Additionally, we thank Florian F. Kottmair for assisting us in designing the test stimuli and for helping us with pretesting.


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Copyright information

© Springer Science+Business Media, LLC 2012

Authors and Affiliations

  1. 1.University of AugsburgAugsburgGermany

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