| Art,containing profound cultural and educational value,plays a vital role in the development of human society.Original artworks are unique commodities because of its high value and scarcity.As people’s demand for the necessity in daily life has been met,their demand for aesthetics and artwork follows.Previous research has found that people will have different cognitive and emotional processes in the art context compared with a mundane one,but most of the research focuses on “liking” as the outcome variables and little has largely ignored the art value especially the market value.Concerning there is a difference between personal aesthetic preference and value of art,previous research has limited insights to the field of marketing and enterprise practice.In addition,there is little research about how artwork attributes,for example,the affective cues and category(highbrow and low-brow),will influence observers’ value perception of art and moral judgment towards transgression.Therefore,enterprises should have a better understanding about the effect of artwork attributes on individual perception and decision-making,which will help them selectively highlight proper attributes to achieve better marketing performance.This article explores the influence of art attributes on individual’s value perception and moral judgment,to be specific,the paper mainly studies two research questions,one is the effect of affective cues on value perception of artwork.Although previous studies have shown that compared with mundane context,people prefer artwork expressing negative emotions in the context of art,little research has directly compared happy and sad artworks.This article finds that the individual will have a higher value perception of sad artwork compared with happy artwork.We explore the main effect of affective cues on value perception of artwork,the mediation effect of uniqueness perception and the moderation effect of evaluation mode through five experiments.In addition,since the studies of value perception mainly focus on “high-brow art”,we also explore the effect of art classification(high-brow vs.low-brow)on moral judgment about transgressions.This article finds that individuals perceive the infringement towards high-brow things as more immoral compared with low-brow ones.Different from the previous research,this article finds that the positive influence of negative affective cues on value perception,therefore contributing to the literature about affect cues and aesthetic judgment.Besides,the moderating role of evaluation mode that we propose in the article provides explanation of the inconsistencies between previous studies and this one.The second research question of this paper,namely the influence of art classification on the moral judgment of infringement,has found that people have a more severe moral attitude towards the transgressions towards high-brow artworks.The findings of this article have some practical implications,that is for artworks that are presented together,highlighting negative affective cues can increase individual’s uniqueness and estimated value of artwork.Besides,by weakening the low-brow attribute of a product can increase people’s attention towards infringement behavior to avoid the occurrence of such kind of behavior. |
