facilitating product bonding: an exercise in art appreciation
DESCRIPTION
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 - PowerPoint PPT PresentationTRANSCRIPT
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Facilitating Product Bonding: An Exercise in Art Appreciation Patricia M. WestJoel HuberKyeong Sam Min
April 4, 2001
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Agent Task:Educator: Helping you learn what you likeClerk: Screening available alternativesAdvisor: Providing recommendations & evaluationsTrusted 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 1Provide initial preference rank for eight artworksEngage in the four art appreciation exercises each with two artworksRe-rank the artwork Choose the best, and experience it for a weekAssess attitude toward the exercises (interest, informativeness, usefulness)
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Preview
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Preview
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Preview
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Preview
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Preview
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Preview
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Preview
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Preview
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Initial Ranking Task
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Exercise 1: EvaluationTake 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: EvaluationI 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 NarrativeTake 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 NarrativeI 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: DialogImagine 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 ProjectionWhat 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 ProjectionThis 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 8Provide preference rank once againAttitude toward the exercisesChoose 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 itDialog--Dialog about paintingSocial projection--Who would like this?
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Initial Preference Rank by Exercise(Study 1) PersonalNarrative Evaluation SocialProjection Dialog(n=104)
Chart1
4.39
4.42
4.49
4.71
Preference Rank Order
Sheet1
Study 2
Day 10.26960780.0857843-0.1887255-0.1666667
Day 8 with Task Cuing0.1981132-0.004717-0.0707547-0.1226415
Day 8 without Task Cuing0.14534880.122093-0.0872093-0.1802326
Initial Preference
4.394.424.494.71
Study 1
4.394.424.494.71
4.714.354.494.46
4.64.364.454.59
Day 10.32-0.070-0.25
Day 80.21-0.06-0.04-0.12
7
Sheet1
00
00
00
00
Day 1
Day 8
Difference from Initial Preference Rank
Figure 2. Change in Preference Rank by Exercise(Study 1)
Sheet2
000
000
000
000
Day 1
Day 8 with Task Cuing
Day 8 without Task Cuing
Difference from Initial Preference Rank
Figure 3. Change in Preference Rank by Exercise(Study 2)
Sheet3
0
0
0
0
Preference Rank Order
Day 10.25961538460.22115384620.23076923080.2884615385Day 10.36326530610.20816326530.23673469390.19183673471
Day 80.30769230770.23076923080.24038461540.2211538462Day 8 with Task Cuing0.30275229360.22935779820.2477064220.22018348621
Day 8 without Task Cuing0.33823529410.21323529410.22794117650.22058823531
0.320.21
-0.07-0.06
0-0.04
-0.25-0.12
Day 1
Day 8
Difference from Initial Preference Rank
Figure 2. Change in Preference Rank by Exercise(Study 1)
00
00
00
00
Day 1
Day 8
Probability of Selection
Figure 4. Choice Probability by Exercise (Study 1)
000
000
000
000
Day 1
Day 8 with Task Cuing
Day 8 without Task Cuing
Probability of Selection
Figure 5. Choice Probability by Exercise(Study 2)
MBD00182EB6.xls
- Change in Preference Rank by Exercise(Study 1)(* p
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Change in Preference Rank by Exercise(Study 1) PersonalNarrative Evaluation SocialProjection Dialog(n=104)
Chart1
0.320.21
-0.07-0.06
0-0.04
-0.25-0.12
Day 1
Day 8
Difference from Initial Preference Rank
Sheet1
Study 2
Day 10.26960780.0857843-0.1887255-0.1666667
Day 8 with Task Cuing0.1981132-0.004717-0.0707547-0.1226415
Day 8 without Task Cuing0.14534880.122093-0.0872093-0.1802326
Study 1
4.394.424.494.71
4.714.354.494.46
4.64.364.454.59
Day 10.32-0.070-0.25
Day 80.21-0.06-0.04-0.12
Sheet1
00
00
00
00
Day 1
Day 8
Difference from Initial Preference Rank
Figure 2. Change in Preference Rank by Exercise(Study 1)
Sheet2
000
000
000
000
Day 1
Day 8 with Task Cuing
Day 8 without Task Cuing
Difference from Initial Preference Rank
Figure 3. Change in Preference Rank by Exercise(Study 2)
Sheet3
Day 10.25961538460.22115384620.23076923080.2884615385Day 10.36326530610.20816326530.23673469390.19183673471
Day 80.30769230770.23076923080.24038461540.2211538462Day 8 with Task Cuing0.30275229360.22935779820.2477064220.22018348621
Day 8 without Task Cuing0.33823529410.21323529410.22794117650.22058823531
0.320.21
-0.07-0.06
0-0.04
-0.25-0.12
Day 1
Day 8
Difference from Initial Preference Rank
Figure 2. Change in Preference Rank by Exercise(Study 1)
00
00
00
00
Day 1
Day 8
Probability of Selection
Figure 4. Choice Probability by Exercise (Study 1)
000
000
000
000
Day 1
Day 8 with Task Cuing
Day 8 without Task Cuing
Probability of Selection
Figure 5. Choice Probability by Exercise(Study 2)
- Choice Probability by Exercise (Study 1)(* p
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Choice Probability by Exercise (Study 1) Personal EvaluationNarrative Social DialogProjection(n=104)
Chart2
0.25961538460.3076923077
0.22115384620.2307692308
0.23076923080.2403846154
0.28846153850.2211538462
Day 1
Day 8
Probability of Selection
Sheet1
Study 2
Day 10.26960780.0857843-0.1887255-0.1666667
Day 8 with Task Cuing0.1981132-0.004717-0.0707547-0.1226415
Day 8 without Task Cuing0.14534880.122093-0.0872093-0.1802326
Study 1
4.394.424.494.71
4.714.354.494.46
4.64.364.454.59
Day 10.32-0.070-0.25
Day 80.21-0.06-0.04-0.12
Sheet1
00
00
00
00
Day 1
Day 8
Difference from Initial Preference Rank
Figure 2. Change in Preference Rank by Exercise(Study 1)
Sheet2
000
000
000
000
Day 1
Day 8 with Task Cuing
Day 8 without Task Cuing
Difference from Initial Preference Rank
Figure 3. Change in Preference Rank by Exercise(Study 2)
Sheet3
Day 10.25961538460.22115384620.23076923080.2884615385Day 10.36326530610.20816326530.23673469390.19183673471
Day 80.30769230770.23076923080.24038461540.2211538462Day 8 with Task Cuing0.30275229360.22935779820.2477064220.22018348621
Day 8 without Task Cuing0.33823529410.21323529410.22794117650.22058823531
0.320.21
-0.07-0.06
0-0.04
-0.25-0.12
Day 1
Day 8
Difference from Initial Preference Rank
Figure 2. Change in Preference Rank by Exercise(Study 1)
00
00
00
00
Day 1
Day 8
Probability of Selection
Figure 4. Choice Probability by Exercise (Study 1)
000
000
000
000
Day 1
Day 8 with Task Cuing
Day 8 without Task Cuing
Probability of Selection
Figure 5. Choice Probability by Exercise(Study 2)
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Results: Attitudes towards the exercises
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Is This Affect Toward the Exercise or Bonding?Attitude partially mediates the effect of exercise on preference rank
Source:Dependent Variable:Rank Day 1
Personal Narrative 3.44** 3.21**Evaluation-0.700.57Social Projection 1.391.18Dialog-1.99*-2.32*Pref 1 (Initial Rank)34.43** 34.39**Attitude Toward Exercise---1.49
- Is This Affect Toward the Exercise or Bonding?(* p
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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
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Study 1 Findings Problems with choice People didnt always select their #1 ranked picture. Why? Wanted to share the picture with someone elseAfraid of what others would thinkWouldnt fit with their decor
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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
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Initial Preference Rank by Exercise(Study 2) Dialog Dialogwith Self with Others Narrative Narrative with Self with Other(n=245)
Chart1
4.74
4.36
4.5
4.39
Preference Rank Order
Sheet1
Study 2
Day 10.26960780.0857843-0.1887255-0.1666667
Day 8 with Task Cuing0.1981132-0.004717-0.0707547-0.1226415
Day 8 without Task Cuing0.14534880.122093-0.0872093-0.1802326
Initial Preference
4.744.364.54.39
Study 1
4.394.424.494.71
4.714.354.494.46
4.64.364.454.59
Day 10.32-0.070-0.25
Day 80.21-0.06-0.04-0.12
7
Sheet1
00
00
00
00
Day 1
Day 8
Difference from Initial Preference Rank
Figure 2. Change in Preference Rank by Exercise(Study 1)
Sheet2
000
000
000
000
Day 1
Day 8 with Task Cuing
Day 8 without Task Cuing
Difference from Initial Preference Rank
Figure 3. Change in Preference Rank by Exercise(Study 2)
Sheet3
0
0
0
0
Preference Rank Order
Day 10.25961538460.22115384620.23076923080.2884615385Day 10.36326530610.20816326530.23673469390.19183673471
Day 80.30769230770.23076923080.24038461540.2211538462Day 8 with Task Cuing0.30275229360.22935779820.2477064220.22018348621
Day 8 without Task Cuing0.33823529410.21323529410.22794117650.22058823531
0.320.21
-0.07-0.06
0-0.04
-0.25-0.12
Day 1
Day 8
Difference from Initial Preference Rank
Figure 2. Change in Preference Rank by Exercise(Study 1)
00
00
00
00
Day 1
Day 8
Probability of Selection
Figure 4. Choice Probability by Exercise (Study 1)
000
000
000
000
Day 1
Day 8 with Task Cuing
Day 8 without Task Cuing
Probability of Selection
Figure 5. Choice Probability by Exercise(Study 2)
MBD00182EB6.xls
- Change in Preference Rank by Exercise(Study 2)Dependent Variable:(* p
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Change in Preference Rank by Exercise(Study 2) Dialog Dialogwith Self with Others Narrative Narrative with Self with Other
Chart1
0.310.21
0.017-0.012
-0.15-0.04
-0.18-0.15
Day 1
Day 8
Difference from Initial Preference Rank
Sheet1
Study 2
Day 10.26960780.0857843-0.1887255-0.1666667
Day 8 with Task Cuing0.1981132-0.004717-0.0707547-0.1226415
Day 8 without Task Cuing0.14534880.122093-0.0872093-0.1802326
Initial Preference
4.744.364.54.39
Study 1
4.394.424.494.71
4.714.354.494.46
4.64.364.454.59
Day 10.32-0.070-0.25Day 10.310.017-0.15-0.18
Day 80.21-0.06-0.04-0.12Day 80.21-0.012-0.04-0.15
7
Sheet1
00
00
00
00
Day 1
Day 8
Difference from Initial Preference Rank
Figure 2. Change in Preference Rank by Exercise(Study 1)
Sheet2
000
000
000
000
Day 1
Day 8 with Task Cuing
Day 8 without Task Cuing
Difference from Initial Preference Rank
Figure 3. Change in Preference Rank by Exercise(Study 2)
Sheet3
0
0
0
0
Preference Rank Order
00
00
00
00
Day 1
Day 8
Difference from Initial Preference Rank
Day 10.25961538460.22115384620.23076923080.2884615385Day 10.36326530610.20816326530.23673469390.19183673471
Day 80.30769230770.23076923080.24038461540.2211538462Day 8 with Task Cuing0.30275229360.22935779820.2477064220.22018348621
Day 8 without Task Cuing0.33823529410.21323529410.22794117650.22058823531
0.320.21
-0.07-0.06
0-0.04
-0.25-0.12
Day 1
Day 8
Difference from Initial Preference Rank
Figure 2. Change in Preference Rank by Exercise(Study 1)
00
00
00
00
Day 1
Day 8
Probability of Selection
Figure 4. Choice Probability by Exercise (Study 1)
000
000
000
000
Day 1
Day 8 with Task Cuing
Day 8 without Task Cuing
Probability of Selection
Figure 5. Choice Probability by Exercise(Study 2)
MBD00182EB6.xls
- Choice Probability by Exercise (Study 2)(** p
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Choice Probability by Exercise (Study 2) Dialog Dialogwith Self with Others Narrative Narrative with Self with Other
Chart1
0.36326530610.3224489796
0.20816326530.2204081633
0.23673469390.2367346939
0.19183673470.2204081633
Day 1
Day 8
Probability of Selection
Sheet1
Study 2
Day 10.26960780.0857843-0.1887255-0.1666667
Day 8 with Task Cuing0.1981132-0.004717-0.0707547-0.1226415
Day 8 without Task Cuing0.14534880.122093-0.0872093-0.1802326
Initial Preference
4.744.364.54.39
Study 1
4.394.424.494.71
4.714.354.494.46
4.64.364.454.59
Day 10.32-0.070-0.25
Day 80.21-0.06-0.04-0.12
7
Sheet1
00
00
00
00
Day 1
Day 8
Difference from Initial Preference Rank
Figure 2. Change in Preference Rank by Exercise(Study 1)
Sheet2
000
000
000
000
Day 1
Day 8 with Task Cuing
Day 8 without Task Cuing
Difference from Initial Preference Rank
Figure 3. Change in Preference Rank by Exercise(Study 2)
Sheet3
0
0
0
0
Preference Rank Order
Day 10.25961538460.22115384620.23076923080.2884615385Day 10.36326530610.20816326530.23673469390.1918367347
Day 80.30769230770.23076923080.24038461540.2211538462Day 80.32244897960.22040816330.23673469390.2204081633
Day 10.36326530610.20816326530.23673469390.1918367347
Day 8 with Task Cuing0.30275229360.22935779820.2477064220.2201834862
Day 8 without Task Cuing0.33823529410.21323529410.22794117650.2205882353
0.320.21
-0.07-0.06
0-0.04
-0.25-0.12
Day 1
Day 8
Difference from Initial Preference Rank
Figure 2. Change in Preference Rank by Exercise(Study 1)
00
00
00
00
Day 1
Day 8
Probability of Selection
Figure 4. Choice Probability by Exercise (Study 1)
000
000
000
000
Day 1
Day 8
Probability of Selection
Figure 5. Choice Probability by Exercise(Study 2)
00
00
00
00
Day 1
Day 8
Probability of Selection
Figure 6. Choice Probability by Exercise (Study 2)
MBD00182EB6.xls
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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
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Study 2 Findings Differences in Choice Social Projection task appear to cue people to consider what others would think
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General Conclusions:Long term preference and choice change depending on the choice experienceBest 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
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Next Step: How is it different if you are the author of a narrative versus the reader?
Separate tasks that discriminate vs. those that bondEvaluation discriminatesNarratives bond
Vasily Kandinski and Hans Marc circa 1919 German Expressionists