Let’s focus on the magic of an artist: the artist contagion effect on products that feature art

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PurposeThe purpose of this paper is to empirically test the artist contagion effect. This effect suggests that the physical contact of the artist in creating the art leads to a transfer of the artist’s essence onto the artwork featured on a product, thereby enhancing consumers’ willingness to pay for such products featuring this art.Design/methodology/approachThis research conducted four online experimental studies to examine the artist contagion effect.FindingsThis research first uncovered the transfer of the artist’s essence onto the art featured on a product, providing the foundation for the proposed artist contagion (prestudy). Following this, this research validated the artist contagion effect (Study 1) and then ruled out potential alternative explanations for the effect (Study 2). Lastly, this research demonstrated that the immorality of the artist can limit the artist contagion effect (Study 3).Research limitations/implicationsThe perception of luxury has been regarded as a mediator explaining why a product featuring art can command a high product valuation. By conceptualizing and verifying the artist contagion effect, this research introduces another mediator, the artist’s essence, accountable for even a greater product valuation.Practical implicationsVisual artists should be included in the marketing of products featuring art. Marketers should communicate the physical contact that occurred during the creation of the art featured on a product.Originality/valueThis research highlights the crucial role of visual artists in the marketing of products featuring art, a role often overlooked in the extensively researched art infusion effect.