Art Infusion Effect on Fashion Products according to Self-monitoring and the Luxury Level of Fashion Brands

Abstract

This study empirically confirmed how an art infusion into fashion products affect consumer`s preference through Study 1 and Study 2. Study 1 examined the effect of an art infusion and the difference of an art infusion effect according to self-monitoring scale by designing groups composed of 2 (art infusion: infusion versus non-infusion) (self-monitoring: high versus low). Study 2 examined the difference of an art infusion effect according to the luxury level of fashion brands by designing groups composed of 2 (art infusion: infused versus non-infused) (fashion brand luxury levels: high versus mid versus low). This study was conducted using a convenience sample of women in their 20s and 30s residing in the Seoul and Daegu region. In Study 1, 162 participants were randomly assigned to two experiment situations of art infusion. In Study 2, 192 participants were randomly assigned to six experiment situations of art infusion and luxury level of fashion brands. For the data analysis, we conducted reliability analysis, two-way ANOVA and simple main effect analysis using SPSS 18.0 statistics package. The results of Study 1 and 2 are as follows. First, consumer`s preference was shown to be higher for fashion products with art infusion rather than fashion products without art infusion. Second, the positive effect of art infusion on consumer`s preference was significant in the group of high selfmonitors. But there was a non-significant effect of art infusion in the group of low self-monitors. Lastly, the positive effect of art infusion on consumer`s preference is higher in the case of a mid-level luxury brand rather than in the case of a high-level luxury brand and low-level luxury brand.