LAUSR

Visual art is an integral part of our lives and affects us in more ways than we can imagine. However, research attention given to this topic is sparse and the primary focus has been on luxury products and retail settings. This study addresses this gap and investigates if different genre of art (realist, abstract or no art) influence the relationship between purchase intention and its antecedents (shopper, store and product characteristics). Results from a non-luxury eyeglass retail setting suggest that in the presence of abstract art, hedonic and utilitarian motivations, openness to art, the fact that the consumers made the choice and product aesthetics are positively associated with purchase intention. Whereas, in the presence of realist art only product aesthetics and symbolism was associated with purchase intention. Finally, when no art was present, purchase intention was positively associated with hedonic motivation, store atmosphere and social environment, and product aesthetics, but negatively with utilitarian motivation. These findings and their implications are discussed in the manuscript.