Facilitating Product Bonding: An Exercise in Art Appreciation

Facilitating Product Bonding: An Exercise in Art Appreciation Patricia M. WestJoel HuberKyeong Sam Min

April 4, 2001

Agent Task:Educator: Helping you learn what you likeClerk: Screening available alternativesAdvisor: Providing recommendations & evaluationsTrusted Friend: Making your experience pleasurable and instilling confidence

Agents need to do more than help you choose...

They should help you like what you have chosen.

Extracting Utility

Product Features, Personal linkages Social Exchange Conversation with others Status Badge Value

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?

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

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

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)

Preview

Initial Ranking Task

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

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.

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

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.

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

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.

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?

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.

Preference Rank 2 & Choice 1

Study 1 Overview Day 8Provide preference rank once againAttitude toward the exercisesChoose final work to take home

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?

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

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00

Day 1

Day 8

Difference from Initial Preference Rank

Figure 2. Change in Preference Rank by Exercise(Study 1)

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Day 1

Day 8 with Task Cuing

Day 8 without Task Cuing



Sheet3

0

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0


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



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00

Day 1

Day 8

Probability of Selection

Figure 4. Choice Probability by Exercise (Study 1)

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Day 1




Figure 5. Choice Probability by Exercise(Study 2)

MBD00182EB6.xls

Change in Preference Rank by Exercise(Study 1)(* p

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


Sheet1

Study 2

Day 10.26960780.0857843-0.1887255-0.1666667



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



Sheet2

000

000

000

000

Day 1





Sheet3

Day 10.25961538460.22115384620.23076923080.2884615385Day 10.36326530610.20816326530.23673469390.19183673471



0.320.21

-0.07-0.06

0-0.04

-0.25-0.12

Day 1

Day 8



00

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Day 1

Day 8



000

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Day 1





Choice Probability by Exercise (Study 1)(* p

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


Sheet1

Study 2

Day 10.26960780.0857843-0.1887255-0.1666667



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



Sheet2

000

000

000

000

Day 1





Sheet3

Day 10.25961538460.22115384620.23076923080.2884615385Day 10.36326530610.20816326530.23673469390.19183673471



0.320.21

-0.07-0.06

0-0.04

-0.25-0.12

Day 1

Day 8



00

00

00

00

Day 1

Day 8



000

000

000

000

Day 1





Results: Attitudes towards the exercises

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

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

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

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

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


Sheet1

Study 2

Day 10.26960780.0857843-0.1887255-0.1666667



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



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0

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Day 10.25961538460.22115384620.23076923080.2884615385Day 10.36326530610.20816326530.23673469390.19183673471



0.320.21

-0.07-0.06

0-0.04

-0.25-0.12

Day 1

Day 8



00

00

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00

Day 1

Day 8



000

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Day 1





MBD00182EB6.xls

Change in Preference Rank by Exercise(Study 2)Dependent Variable:(* p

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


Sheet1

Study 2

Day 10.26960780.0857843-0.1887255-0.1666667



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

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Day 10.25961538460.22115384620.23076923080.2884615385Day 10.36326530610.20816326530.23673469390.19183673471



0.320.21

-0.07-0.06

0-0.04

-0.25-0.12

Day 1

Day 8



00

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00

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Day 8



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Day 1





MBD00182EB6.xls

Choice Probability by Exercise (Study 2)(** p

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


Sheet1

Study 2

Day 10.26960780.0857843-0.1887255-0.1666667



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



Sheet2

000

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000

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Day 1





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0

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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


0.320.21

-0.07-0.06

0-0.04

-0.25-0.12

Day 1

Day 8



00

00

00

00

Day 1

Day 8



000

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MBD00182EB6.xls

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

Study 2 Findings Differences in Choice Social Projection task appear to cue people to consider what others would think

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

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

Facilitating Product Bonding: An Exercise in Art Appreciation

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