Library:
Paris Champerret
Madrid
London
Paris Montparnasse
Turin
Berlin
- Item type
- Study and report
- Dissertation
- Language
- English
- Publication year
- 2024
- Contributors
- VOYER, Benjamin
- Subjects
- MARKETING
The art spillover effect, a relationship between art and human experience, offers fertile ground for exploring the interaction between customers' personality traits and their purchase intentions. Moreover, by analyzing the role of product function and distinguishing between hedonistic and utilitarian, this study aims to analyze this complex relationship. We examine how art, particularly when it comes to luxury products created in collaboration with famous artists, influences consumers' choices, exploring how artistic experiences interact with personality traits and influence purchase intentions. The goal is to provide a deeper understanding of this dynamic, providing useful information for marketing and enriching research.
A rigorous methodology has been used for our study. A pretest was performed to determine two products with significantly different hedonistic and utilitarian functions. Next, participants were divided into two groups and subjected to personality assessment questionnaires. Participants' purchase intentions were assessed by exposing them to the identified art products. A representative sample of 220 participants was reached, ensuring significant demographic diversity.
The results show that personalities who are extroverted and open to experience show a greater propensity to purchase goods with hedonic value. However, it is difficult for utilitarian products to determine which personality is more prominent in the act of purchase. Comparison of purchase intentions for utilitarian and hedonic products shows significant differences based on product functionality, despite this complexity.
This research has practical applications for those working in the luxury and marketing industries. Different consumer preferences can be influenced by the information gathered to create targeted strategies. In addition, being aware of differences in purchase intentions between utilitarian and hedonic products can help segment the market and design different pricing strategies, maximizing the effectiveness of marketing initiatives.
This study is the first to establish a direct correlation between customers' personality and their purchase intentions, with a specific focus on product functionality, making a significant contribution to the luxury industry. An additional layer of originality is added by our sophisticated methodology and focus on personality-based market segmentation. This contributes significantly to marketing strategies and business practices in the luxury sector.
