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Table of Contents Title…………………………………………………………………………………………………………………….1Abstract……………………………………………………………………………………………………………….2Table of Contents…………………………………………………………………………………………………3Negative Affect Intimacy and ArtIntroduction………..……………………………………………………………………………….4-10Model…...……………………………………………………………………………………………11-13Framework………...………………………………………………………………………………13-15In the first section, I will introduce the paper and proposed study. I will roughly situate the paper in the literature and within marketing. I will propose the theoretical model describe the expected connections between constructs and conclude with a framework for the overall paper. Literature ReviewArt and Marketing………………………………………………………………………………15-17Negative Affect….…..…………………………………………………………………………...18-25Affect………………………………………………………………………………………18-21Negative Affect Tag………………………………………………………………….21-22Definition…………………………………………………………………………..22Dual Mediation and Attenuation……………………………………………….22-25 In this section I intend to conduct a literature review of marketing and fine art as well as negative affect tags. Aaker, Jennifer L. and Angela Y. Lee (2001), “I Seek Pleasures and We Avoid Pains: The Role of Self Regulatory Goals in Information Processing and Persuasion,” Journal of Consumer Research, 28 (June), 33-49.Abele, A. (1992). “Positive and Negative Mood Influences on Creativity: Evidence for Asymmetrical Effects”. Polish Psychological Bulletin, 23, 203-221.Bodenhausen, G.L., Sheppard, L. A. and Kramer, G.P. (1994). “Negative Affect and Social Judgment: The Differential Impact of Anger and Sadness,” European Journal of Social Psychology, 24, 45-62Fehr, Beverley (1988), “Prototype Analysis of the Concepts of Love and Commitment,” Journal of Personality and Social Psychology, 55 (4), 557–79.Fournier, Susan M. (1998), “Consumers and Their Brands: Developing Relationship Theory in Consumer Research,” Journal of Consumer Research, 24 (4), 343–73.Greene, T. and Noise, H. (1988). “Influence of Positive Affect Upon Creative Thinking and Problem Solving in Children”. Psychological Reports, 63, 895-898.Hagtvedt, H. and Patrick, V.M. (2008), “Art Infusion: The Influence of Visual Art on the Perception and Evaluation of Consumer Products,”?Journal of Marketing Research, 45 (June), 379-89.Hagtvedt, H., Hagtvedt, R and Patrick, VM (2008). “The Perception and Evaluation of Visual Art”. Empirical studies of The Arts. 26(2) 197-218Hagtvedt, H and Patrick, VM (2008). Art and the brand: The role of visual art in enhancing brand extendibility. Journal of Consumer Psychology. 18(3) 212-222.Hanes, M.J. (2000). “Catharsis in Art Therapy: A Case Study of a Sexually Abused Adolescent.” American Journal of Art Therapy; 38 (3), 70-74 Taylor, S. and Rachman, S.J. (1991). “Fear of Sadness” Journal of Anxiety Disorders. 5, 375-381.Theory Model……………………………………………………………………………………………………...26Propositions………………………………………………………………………………………26-28Analysis……………………………………………………………………………………………..28-30Implications……………………………………………………………………………………….30-32In this section I intend to present the model one more time and generate propositions based on the literature review. Further, I intend to include a general analysis of the importance of the research as well as its importance to the field. Finally, I intend to do a brief analysis of the model itself as well as proposed causal relationships. Study 1: Experiment Intimacy 25-33Definition……………………………………………………………………………………..32Brand Intimacy……………………………………………………………………….32-34Consumer Behavior Intimacy…………………………………………………...34-37Empathy………………………………………………………………………………….37-40Social Proximity…………………………………………………………………………………40-45Definition……………………………………………………………………………………..40Distance…………………………………………………………………………………..40-42Degrees of Separation………………………………………………………………42-45Source Credibility…....…………………………………………………………………………45-47Introduction……………………………………………………………………………………….47-49Theoretical Contribution…………………………………………………………………….49-51Proposed Experiment/Hypothesis………………………………………………………51-52Instrument…………………………………………………………………………………………52-54Method………………………………………………………………………………………………54-57Expected Results………………………………………………………………………………...57-58Conclusion/Limitations………………………………………………………………………58-60Agrawal, A. Kapur, D. and McHale, J. (2008). How do spatial and social proximity influence knowledge flows? Evidence from patent data. Journal of Urban EconomicsSaavedra, R. and L. Van Dyne (1999), “Social Exchange and Emotional Investment in Work Groups,” Motivation and Emotion, 23 (2), 105–123.Yim, C.K., Tse, D.K., and Chan, K.W. (2008).” Strengthening Customer Loyalty Through Intimacy and Passion: Roles of Customer–Firm Affection and Customer–Staff Relationships in Services,” Journal of Marketing Research, XLIV (December), 741-756. In this section I will propose four experiments that will examine negative affect and intimacy in paintings. I will test the main effect in the first study; that negative affect tags can increase consumer perceived value because of perceived intimacy. In the following three studies I will test different moderators, specifically, degrees of separation, source credibility and distance. Further, I will move a great deal of the literature review to this specific section and generate hypothesis out of the literature itself. Study 2: Qualitative Catharsis……………………………………………………………………………………………60-63 Introduction……………………………………………………………………………………….63-64Theoretical Contribution…………………………………………………………………….64-66Proposed Design………………………………………………………………………………...66-68Instrument……………………………………………………………………………………………...68Method………………………………………………………………………………………………68-70Expected Results………………………………………………………………………………...70-72Conclusion/Limitations……………...………………………………………………………72-74Golden, L (1962). “Catharsis”. Transactions and Proceedings of the American Philological Association, Vol. 93; 51-60Isen, Daubmen and Nowicki (1987).” Positive Affect Facilitates Creative Problem Solving”. Journal of Personality and Social Psychology, 52, 1122-1131.O’Malley, L, Patterson, M and Evans, M (1997). “Intimacy or intrusion? The privacy dilemma for relationship marketing in consumer markets”. Journal of Marketing Management; 13(6), 541-559.Schaper, E (1968) Aristotle's Catharsis and Aesthetic Pleasure. The Philosophical Quarterly, Vol. 18, 71 (Apr.), pp. 131-143In this section I will propose on qualitative study that will look at negative affect and intimacy in art. Specifically, the qualitative study will examine the role of intimacy and catharsis in consumer evaluation of art. Further, I will move the literature review for the construct of catharsis to be included in the analysis of the second study. Propositions will be generated with a combination of literature review and building on the proposed model. Implications………………………………………………………………………………………………….74-78Conclusions…………………………………………………………………………………………………..78-80Reference……………………………………………………………………………………………………..80-90Appendices…………………………………………………………………………………………………...90-95 ................
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