L'Art Pour l'Art: Experiencing Art Reduces the Desire for Luxury Goods

Yajin Wang, AJ XU, Y Zhang

Research output: Contribution to journalJournal

5 Citations (Web of Science)


When consumers shop in luxury boutiques, high-end shopping malls, and even online, they increasingly encounter luxury products alongside immersive art displays. Exploring this novel phenomenon with both field studies and lab experiments, the current research shows that experiencing art reduces consumer desire for luxury goods. Three boundary conditions have been identified. The effect does not materialize in contexts in which the work of art is not experienced as art per se, such as when the work of art appears as decoration on the product or packaging or is processed analytically rather than naturally, and when luxury goods are not seen as status goods. We propose that experiencing art induces a mental state of self-transcendence, which undermines consumers' status-seeking motive and consequently decreases their desire for luxury goods. This research contributes to the literature on consumer esthetics and has important practical applications for luxury businesses.
Original languageEnglish
JournalJournal of Consumer Research
Early online date18 May 2022
Publication statusPublished - 2022

Corresponding author email


Project sponsor

Carlson School of Management, University of Minnesota
National Natural Science Foundation of China (NSFC)

Project No.



  • luxury
  • art
  • environmental factor
  • self-transcendence
  • status
  • esthetics

Indexed by

  • SSCI
  • ABDC-A*
  • FT


Dive into the research topics of 'L'Art Pour l'Art: Experiencing Art Reduces the Desire for Luxury Goods'. Together they form a unique fingerprint.

Cite this