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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