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예술주입과 제품평가와의 관계에서 친숙도 및 명화 표현내용이 미치는 영향
남헌일(Nam, Hun-Ihl) , 이재의(Lee, Jay), 송기유(Song, Kiyou) 조선대학교 조형미술연구소 2010 조형미술논문집 Vol.10 No.1
Recently, a number of products have been made applying art. However, research on those products have mostly been conducted through case studies. The present study attempted to empirically investigate consumers' attitude toward products with art application, focusing on the effects of applying art to high/low involvement products on consumer product evaluation. Data was collected with a between 2x2x2 experimental design (art infusion vs. non-art infusion, familiar vs. unfamiliar paintings, positive vs. negative expression contents). The level of the subjects' involvement was measured on a prepared scale. The findings of the study were as follows: First, when art was applied, the different effects between high/low involvement products on product evaluation were significantly greater; second, the different effects between high/low involvement products on product evaluation were significantly greater when the applied art was unfamiliar, theoretically based on the elaboration likelihood model and the theory of classical conditioning; third, the different effects between high/low involvement products on product evaluation were greater when the content image of the applied art was positive than when it was negative. The results imply that when firms release premium products using famous paintings, they should seek to maximize the company value by clearly identifying the different attitudes posed by the attributes of the paintings. It is also suggested that future studies explore the effects of using famous paintings on TV ads or on ad pages in order to expand the academic field of culture marketing that has become a focal point for consumers. Keywords 예술마케팅, 예술주입, 제품평가, 친숙도, 명화 표현, 관여