ART APPRECIATION OPENS AFFIRMED MINDS TO CULTURAL DIVERSITY

Donghwy An, Boram Lee, Nara Youn

LanguageENG
URLhttp://db.koreascholar.com/Article/Detail/355360

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Global Marketing Conference

2018 Global Marketing Conference at Tokyo (2018.07)
pp.1612-1617

글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)

Abstract

We demonstrate that art appreciation enhances positive self-concepts, which induce abstract mind-sets and, in turn, endorsements of cultural diversity. Advertisements of a product that feature art and contain embedded ideas about cultural diversity enhance intentions to purchase that product. Furthermore, appreciating artwork increased endorsements of cultural diversity for individuals with positive self-concepts.

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Table Content

ABSTRACT
INTRODUCTION
THEORETICAL BACKGROUND
  Positive Self-Concept and Endorsement of Cultural Diversity
  The Effect of Abstract Mind-sets on Endorsement of Cultural Diversity
  Hypotheses
STUDY 1
STUDY 2a
STUDY 2b

Author

Donghwy An(Hongik University)
Boram Lee(Hongik University)
Nara Youn(Hongik University)

KOREASCHOLAR

ART APPRECIATION OPENS AFFIRMED MINDS TO CULTURAL DIVERSITY