Art in product design makes people more likely to pay higher prices

Adding art to products increases consumer interest and willingness to pay more.

A study by Mansi Gupta, Parisa Sadeghi and Mohammadali Zolfagharian, assistant dean of graduate programs examined how art affects product value. The researchers looked at how people in the USA and India view art-infused products. They found that art makes products feel more novel and immersive. These feelings lead consumers to pay a premium price.

The research shows that art provides aesthetic pleasure and improves perceived functionality. When a product looks like art, people feel it works better too. This combination creates a strong desire to buy the item. The effect is powerful in both the USA and India.

In India, art-infused products have an extra benefit for consumers. People there use these products to express their personal identity. They also use them to improve how they look in public. These factors make art even more valuable to Indian shoppers.

Marketers can use these findings to improve product design. Adding art is not just about looks. It changes how people think about what a product can do. This strategy helps brands stand out in a crowded market.

Product art infusion and consumer willingness to pay a premium: identifying mediators and moderators is available via Journal of Consumer Marketing