The Role of Cultural Congruence in the Art Infusion Effect

Yuri Seo, Felix Septianto, Eunju Ko

Research output: Contribution to journalArticlepeer-review

19 Citations (Scopus)


The art infusion effect posits that exposure to visual artworks heightens the perceived luxuriousness of related brands. Across six studies conducted in different cultural settings, we establish that the art infusion effect is dependent on cultural congruence. That is, when the artwork’s country-of-origin (CO) is culturally congruent (vs. incongruent) with the brand’s CO, such an artwork bestows higher perceptions of brand luxuriousness. This occurs because cultural incongruence attenuates the art infusion effect. We term this moderating effect as brand-artwork CO congruence and show that it qualifies art infusion even if the congruent (vs. incongruent) artwork CO is stereotypically perceived as less luxurious. We further show that perceived brand authenticity underlies the effect of brand-artwork CO congruence. Overall, the present research illustrates that cultural congruence and subsequent perception of authenticity are critical components of the art infusion effect.

Original languageEnglish
Pages (from-to)634-651
Number of pages18
JournalJournal of Consumer Psychology
Issue number4
Publication statusPublished - 2022 Oct

Bibliographical note

Publisher Copyright:
© 2021 Society for Consumer Psychology.

All Science Journal Classification (ASJC) codes

  • Applied Psychology
  • Marketing


Dive into the research topics of 'The Role of Cultural Congruence in the Art Infusion Effect'. Together they form a unique fingerprint.

Cite this