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Facilitating Product Bonding: An Exercise in Art Appreciation

Facilitating Product Bonding: An Exercise in Art Appreciation. Patricia M. West Joel Huber Kyeong Sam Min April 4, 2001. Agent Task:. Educator: Helping you learn what you like Clerk: Screening available alternatives Advisor: Providing recommendations & evaluations

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Facilitating Product Bonding: An Exercise in Art Appreciation

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  1. Facilitating Product Bonding: An Exercise in Art Appreciation Patricia M. West Joel Huber Kyeong Sam Min April 4, 2001

  2. 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

  3. Agents need to do more than help you choose...They should help you like what you have chosen.

  4. 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?

  5. Three Criteria to Evaluate Exercises • Preference shifts--short and long term • Choice over time--after experiencing art • Attitude toward the exercises

  6. 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”

  7. 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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  16. Initial Ranking Task

  17. 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

  18. 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.”

  19. 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

  20. 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.”

  21. 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

  22. 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.”

  23. 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?

  24. 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.”

  25. Preference Rank 2 & Choice 1

  26. Study 1 Overview • Day 8 • Provide preference rank once again • Attitude toward the exercises • Choose final work to take home

  27. 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?

  28. Initial Preference Rank by Exercise(Study 1) Personal Narrative Evaluation Social Projection Dialog (n=104)

  29. Change in Preference Rank by Exercise(Study 1) (* p<.05, ** p<.01)

  30. Change in Preference Rank by Exercise(Study 1) Social Projection Dialog Personal Narrative Evaluation (n=104)

  31. Choice Probability by Exercise (Study 1) (* p<.05, ** p<.01)

  32. Choice Probability by Exercise (Study 1) Personal Evaluation Narrative Social Dialog Projection (n=104)

  33. Results: Attitudes towards the exercises

  34. Is This Affect Toward the Exercise or Bonding? • Attitude partially mediates the effect of exercise on preference rank

  35. Study 1 Findings • Writing a personal narrative increased the attractiveness of an object • Recollections & Fantasies • Personal Connections & Affect • Constructing a dialog reduced the attractiveness of an object • Difficult task • Not representative of behavior

  36. Study 2 Overview • Similar Procedure • Focus on Narrative & Dialog Exercises • Varied the role of “Self” • Task Cueing on Day 8 • What exercise did you do? • Elaborate on what you wrote

  37. Change in Preference Rank by Exercise(Study 2) Dialog Dialog with Self with Others Narrative Narrative with Self with Other

  38. Choice Probability by Exercise (Study 2) (** p<.01)

  39. Choice Probability by Exercise (Study 2) Narrative Narrative with Self with Other Dialog Dialog with Self with Others

  40. Study 2 Findings • Writing a personal narrative increases the attractiveness and likelihood of selecting an object • Personal linkages are important • Constructing a dialog decreases the attractiveness and likelihood of selecting an object • The role of self did not matter • Artificial task

  41. General Conclusions: • Long term preference and choice change depending on the choice experience • Best choice experience for art is writing a personal narrative, worst is scripting a dialog. • General Result: • Importance of personal connections, affective associations, and a fun bonding exercise

  42. Next Step: • How is it different if you are the author of a narrative versus the reader? • Separate tasks that discriminate vs. those that bond • Evaluation discriminates • Narratives bond

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