Using Visual Art in Product Design and Consumer Responses: The Moderating Role of Product Type




visual art, art infusion, product design, perceived quality, luxury perception, product evaluation


This paper aims to determine the effects of using visual art in designing non-luxury products on consumers’ luxury perceptions, quality perceptions, and product evaluations. An experimental design was conducted to test these effects. Differences according to the product types (convenience vs. shopping) were also evaluated. The research sample consisted of young consumers. The data was collected from 400 university students via a face-to-face survey and analyzed by using two-way MANCOVA. Results demonstrate that using visual art in the non-luxury product design affects perceived quality, luxury perception, and product evaluation both independently and interacting with the product type. Besides, using visual art in the convenience product without technical details increases consumers’ positive evaluations. In this context, product type has a moderating role in the effects of using visual art on product evaluation. Accordingly, art infusion increases positive product evaluation for convenience products but decreases it for shopping products.

Author Biographies

Aylin Ecem Gursen, Galatasaray University

Ms. Aylin Ecem Gürşen is a research assistant and Ph.D. candidate at Galatasaray University, Department of Business Administration. Her research focuses on consumer behavior, art marketing, marketing communication, and marketing research.

Erdem Ozkan, Istanbul University

Dr. Erdem Özkan  (Corresponding author) is currently an assistant professor of marketing at Istanbul University School of Business. His research focuses on consumer behavior, marketing research, digital marketing, services marketing, marketing analytics, and advanced research techniques in marketing. He has many publications in international and national journals.

Zehra Bozbay, Istanbul University

Dr. Zehra Bozbay is an associate professor of marketing at the Istanbul University School of Business. She received her Ph.D. degree in marketing in 2007 and MS degree in marketing in 2003 from Istanbul University. She has guest lectured several times in undergraduate, graduate and doctorate courses like marketing management, consumer behavior, brand management, research methodology, advanced research techniques, and qualitative research. She has published in many international and national journals and attended many international and national conferences. Her research area of interest covers consumer behavior, brand management, retailing, green marketing, digital marketing, and international marketing.




How to Cite

Gursen, A. E., Ozkan, E., & Bozbay, Z. (2020). Using Visual Art in Product Design and Consumer Responses: The Moderating Role of Product Type. Contemporary Management Research, 16(4), 229–254.