Unveiling the latent consumer values from art-infused products: A qualitative approach

IF 3.3 Q2 BUSINESS

Journal of Global Fashion Marketing Pub Date : 2023-01-23 DOI:10.1080/20932685.2022.2155682

Mansi Gupta, R. Joshi

引用次数: 1

Abstract

ABSTRACT Product design is often the first point of contact between the consumer and firm through an internet search, advertisements or retail aisles and art is an innovative way to transform it and grab eyeballs. Hence, this study aims to recognize and categorize latent consumer values that interplay the mental map of the consumers while consuming the art-infused products using mean end chain analysis and the Laddering approach. Data collected through n = 39 face-to-face in-depth interviews from individuals with both inclination and aversion towards art, helped us to identify Functional (premium quality), Hedonic (social interaction, knowledge-seeking, and sense of joy and peace), and Symbolic (reflect personality, uniqueness, and seek attention) values. Moreover, it highlights the practical applications that can facilitate marketers to cater to their target consumers’ desired values.

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从充满艺术气息的产品中揭示潜在的消费者价值:一种定性方法

摘要产品设计通常是消费者和公司通过互联网搜索、广告或零售渠道的第一个接触点，而艺术是一种创新的方式来改变它并吸引眼球。因此，本研究旨在使用中端链分析和阶梯法来识别和分类潜在的消费者价值观，这些价值观在消费融入艺术的产品时与消费者的心理地图相互作用。通过n收集的数据 = 39次来自对艺术既有倾向又有厌恶的个人的面对面深入采访，帮助我们确定了功能（优质）、享乐（社交、求知、快乐与和平）和象征（反映个性、独特性和寻求关注）的价值观。此外，它强调了可以促进营销人员满足目标消费者期望价值的实际应用。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Global Fashion Marketing BUSINESS-

CiteScore

6.90

自引率

31.60%

发文量

期刊介绍： The Journal of Global Fashion Marketing is a quarterly journal that publishes peer-reviewed conceptual and empirical papers and business cases of original works that significantly contribute to the overall advancement of marketing theory, research, and practice in fashion, design, and culture. JGFM endeavors to be a “global bridge” connecting marketing scholars and practitioners in fashion, design, and culture throughout the world. We publish high-quality scholarly articles on marketing written by contributors representing the leading academic authors. As we state on the cover of every issue, our positioning statement, our value added to the marketing scholar readership, is truly to “Bridge Fashion and Marketing” 1. Monitor and analyze global fashion marketing trends. 2. Generate and integrate new ideas and theories related to fashion, luxury, and culture marketing theory and practice. 3. Apply new research methods and techniques in fashion, luxury, and culture marketing. 4. Explore and disseminate cutting edge fashion marketing practices. JGFM welcomes manuscripts that provide fresh, innovative insight to any topic in the field of fashion, luxury, and culture marketing. Both conceptual and empirical works are valued, so long as the manuscript addresses substantive issues in marketing.