Investigating the art‐infusion effects of vintage products

Art has been successfully positioned as a promotional tool inside marketing settings. This research examines various relationships between vintage products and art. Three studies investigated whether (a) consumers perceived vintage products as more art‐like than modern versions of the same products; (b) vintage products positively affected consumers' evaluations of nearby products by inducing art‐infusion‐like spillover effects; and (c) the observed effects emerged from the ability of vintage products to engage consumers' social‐self perceptions. This research extended the theoretical and practical utility of art‐infusion effects to a new product type (vintage) and marketing function (promotions). Consumers were more likely to view vintage products, as opposed to contemporary goods, as works of art. This research was the first to position vintage products as art, to elicit art‐like infusion effects from vintage products, and to reveal positional consequences ensuing from art‐infusion effects without utilizing art as a promotional tool. Positioning value instead emerged from placing contemporary offerings physically near vintage products in promotional contexts.