명화 차용 형태가 제품 태도에 미치는 영향에 관한 연구 -제품 유형에 따른 차이를 중심으로- = The Influence of Art Infusion Type on Product Evaluation -Functional Product vs. Hedonic Product-

다국어 초록 (Multilingual Abstract)

In recent years, a new way of differentiating product design has emerged-better known as `masterpiece marketing,` this is a strategy where famous art pieces are borrowed on to product designs. Because the recent trends of well-being and LOHAS have encouraged the consumers` desires to enjoy culture and live a more opulent lifestyle, famous and notable paintings have grown to be more of approachable masterpieces to the public. As a strategy intended to develop a new consumerism, while still prioritizing customers` values and their satisfaction, companies have been drawn to this new type of marketing. The current consumption society has converted renowned art pieces from simply works of `high culture` to a further way of marketing, aimed to differentiate products and dominate the market. Though many products have had masterpieces applied to their designs and have been noticed for their marketability, there has been less systematic research done on the scientific background behind this marketing approach(Hagtvedt and Patrick 2008). In this study, we especially limited our focus to paintings called master-pieces that have passed the test of time and are considered classic exemplars of Western visual art such as Gustav Klimt`Kiss or Vincent van Gogh`s Cafe Terrace and investigated the influence of these kinds of visual arts on consumer`s aesthetic response and evaluation of the product. Eventually, the final aim of this study is to suggest the best way of using art in product design in real-market. For this empirical analysis, we collected examples of products which art works` image was used in real-market. Then, we could divide them into two art infusion types (direct vs. indirect), and two product types (functional vs. hedonic). In case of `direct art infusion type`, original art work is used to product as it is. While in `indirect art infusion type`, the image used to product design is something to modify original art work. This study compare the influence of art infusion type(direct vs. indirect) on aesthetic response(design attitude) and product evaluation between two product types: Hedonic and Functional products. We pretested 8 product categories with 47 participants to select stimuli which represented product type(functional vs. hedonic). The pretest revealed that a note book bag and an air conditioner were identified as a functional product, while a chocolate was perceived as a hedonic product. The art infusion type was between factor and the product type was within factor. One hundred and fifty-five participants were randomly assigned to conditions in 3(art infusion type: direct vs. control vs. indirect) between subject design. Independent variables were product type(functional vs. hedonic) and art infusion type(direct vs. indirect). Dependent variables were product evaluation and design attitude. All dependent variables were assessed using scales anchored by one and seven. The following are the summarized results of this study. The results of this experiment revealed that there was no main effect of the art infusion type or the product type on design attitude and product attitude, whereas an interaction effect between the art infusion type and the product type on design attitude and product effect was significant. Design attitude was predicted by measure of prototypicality distortion (Veryzer and Huchinson 1998). In functional products, the indirect art infusion type favorably influenced product attitude compared with the direct art infusion type. In this case, prototypicality distortion of the indirect art infusion type was lower than that of the direct art infusion type, leading to favorable evaluation of design. On the other hand, the indirect art infusion type favorably influenced product attitude compared with the indirect art infusion type in hedonic products. In hedonic product, prototypicality distortion of the indirect art infusion type was higher than that of the direct art infusion type. In conclusion, the results showed that the direct art infusion type favorably influenced design attitude compared with the indirect art infusion type. Finally, this study also showed that design attitude fully mediated the influence of the art infusion type on product evaluation in both hedonic and functional product case. This research demonstrates that the type of art infusion can have a substantial influence on consumer evaluations of products in the context of product design. However, many unresolved issues remain. For this reason, the phenomenon of art infusion is an area that merits further research from a theoretical perspective.

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