We demonstrate that art appreciation enhances positive self-concepts, which induce abstract mind-sets and, in turn, endorsements of cultural diversity. Advertisements of a product that feature art and contain embedded ideas about cultural diversity enhance intentions to purchase that product. Furthermore, appreciating artwork increased endorsements of cultural diversity for individuals with positive self-concepts.

This research examines how consumer ethnocentrism and global social bonding affect consumer appreciation for foreign products in the home country. Our research findings show that consumer ethnocentrism lowers diversity appreciation; global social bonding enhances diversity appreciation; and global social bonding moderates the relationship between consumer ethnocentrism and diversity appreciation.