Abstract Art as an Emotional Buffer

Art plays an important cultural role by acting as a medium of communication for important sources of information. Given this role, it is not surprising that art has permeated consumption specific contexts like advertising (Hetsroni and Tukachinsky 2005), product decoration and even bolstering brands such as the iconic use of modern artists to promote Absolut Vodka (Lewis 1996). While the use of art is commonplace in the modern Western world, there has been little empirical research on the impact of art on the consumer experiences (e.g., Hagtvedt and Patrick 2008a, 2008b, 2011). The few studies focused on how representational artwork (i.e., the artwork depicts something that is easily recognizable by most people) influence consumer perceptions and product evaluations. Yet, little is known about how other forms of artwork, such as abstract art, might influence consumer behavior. Considering that abstract art is used in marketing practice, the current research seeks to extend our understanding of how artwork can influence consumer information processing and judgments.