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When consumers shop in luxury boutiques, high-end shopping malls, and even online, they increasingly encounter luxury products alongside immersive displays of art. Exploring this phenomenon with both field studies and lab experiments, the current research shows that experiencing art dampens consumers¡¯ desire for luxury goods. The effect is specific to art experienced in an environmental setting and occurs only for status-endowing luxury goods. Three boundary conditions have been identified. The effect does not materialize in three contexts: when art appears as decoration on the product or packaging, when art is experienced in a non-luxury consumption context, and when a luxury brand is not positioned as a status symbol. We propose that the uniqueness of the art experience induces a mental state of ¡°self-transcendence,¡± which undermines consumers¡¯ status-seeking motive and consequently decreases their interest in luxury goods.

zklara@ceibs.edu