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Facilitating Product Bonding: An Exercise in Art Appreciation
Patricia M. West Joel Huber Kyeong Sam Min April 4, 2001
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Agent Task: Educator: Helping you learn what you like Clerk:
Screening available alternatives Advisor: Providing recommendations
& evaluations Trusted Friend: Making your experience
pleasurable and instilling confidence
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Agents need to do more than help you choose... They should help
you like what you have chosen.
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Extracting Utility Product Features, Personal linkages Social
Exchange Conversation with others Status Badge Value
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Four exercises that may increase art appreciation
Evaluation--What do you like/dislike? Dialog--Dialog about painting
Personal narrative--Story with you in it Social projection--Who
would like this?
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Three Criteria to Evaluate Exercises Preference shifts--short
and long term Choice over time--after experiencing art Attitude
toward the exercises
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A Study of Which Exercise Best Promotes Bonding Research
Questions: Do exercises lead to differences in the degree to which
subjects immediately appreciate a work of art? Which exercise(s)
best enable people to discriminate and thus make better choices?
Stated Objective: To develop exercises that will assist you in
selecting artwork that will be cherished for a lifetime
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Study 1 Overview Day 1 Provide initial preference rank for
eight artworks Engage in the four art appreciation exercises each
with two artworks Re-rank the artwork Choose the best, and
experience it for a week Assess attitude toward the exercises
(interest, informativeness, usefulness)
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Preview
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Initial Ranking Task
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Exercise 1: Evaluation Take a few minutes to look at the image
on the left and write down your thoughts about what you like and
dislike about this painting
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Exercise 1: Evaluation I like the colors and the various shapes
but I do not like the overall picture very well because it is too
busy and it doesn't make sense. It kind of looks like a house on
the top of a mountain and a man on a horse on the other
mountain.
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Exercise 2: Personal Narrative Take a few minutes to look at
the picture and consider what aspects of it relate to your own
life. Construct a short story with yourself in the picture
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Exercise 2: Personal Narrative I see the cow in myself. It is
like I am desperately trying to achieve in life, but must first
pass many obstacles, such as receiving my B.A, then my M.B.A, then
climbing the corporate ladder. It is like I have to climb several
mountains before I am satisfied. As the cow is enjoying its
adventure, so am I enjoying my every stepping stone.
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Exercise 3: Dialog Imagine viewing this artwork with a friend.
Take a few minutes to describe your impressions of the picture by
writing a short dialog between you and your friend
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Exercise 3: Dialog [Me]: What do you think of this one?
[Friend]: This one is neat it looks like people are laying around a
stream or maybe at a picnic. [Me]: I like how everything is a
different color and how some of the pictures look white and appear
to be the background until you look closer. [Friend]: This is one
of my favorites.
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Exercise 4: Social Projection What type of person would like
this picture? If you knew someone who chose this artwork, what
would you think of that person?
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Exercise 4: Social Projection This is for a woman who loves
cats. She would be a quiet woman who likes having cats in her
house, despite the fur they leave everywhere. I would think that
this person is shy and loves animals and that they probably had a
cat that looks similar.
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Preference Rank 2 & Choice 1
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Study 1 Overview Day 8 Provide preference rank once again
Attitude toward the exercises Choose final work to take home
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Which Exercise Works Best? Evaluation-- What do you
like/dislike? Personal narrative-- Story with you in it Dialog--
Dialog about painting Social projection-- Who would like this?
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Personal Narrative Evaluation Social Projection Dialog Initial
Preference Rank by Exercise (Study 1) (n=104)
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Change in Preference Rank by Exercise (Study 1) Source:
Dependent Variable: Pref 2Pref 3 Personal Narrative 3.44** 2.03*
Evaluation-0.700.39 Social Projection 1.390.64 Dialog -1.99*
-3.38** Pref 1 (Initial Rank) 34.43** 27.21** Choice 1 R-squared
(n=104) --- 0.57 11.64** 0.61 (* p