Art as an Embodied Imagination

22095 Words89 Pages
ied ImJournal of Consumer Research, Inc. Speaking of Art as Embodied Imagination: A Multisensory Approach to Understanding Aesthetic Experience Author(s): Annamma Joy and John F. Sherry, Jr. Reviewed work(s): Source: Journal of Consumer Research, Vol. 30, No. 2 (September 2003), pp. 259-282 Published by: The University of Chicago Press Stable URL: . Accessed: 22/10/2012 06:18 Your use of the JSTOR archive indicates your acceptance of the Terms & Conditions of Use, available at . . JSTOR is a not-for-profit service that helps scholars, researchers, and students discover, use, and build upon a wide range of content in a trusted digital…show more content…
New research on consumer experiences also emphasizes the importance of embodiment. Pham et al. (2001), for instance, state that consumer assessments are often based on both feelings and reason and that one or the other becomes more prominent depending on the context. They argue that feelings play a central role in consumer decision making and merit serious investigation, which, for this study, means that intertwining mind and body is crucial for creating an unforgettable consumer experience. The effort afoot to restore embodied realism to social scientific inquiry (Johnson 1999; Lakoff and Johnson 1999) has generated some of the most exciting research into consumer behavior. In this article, we address the links between embodiment and consumer experiences in order to elucidate the contours of the aesthetic experience—not just the process of thinking bodily but how the body affects the logic of our thinking about art. With this goal in mind, we revisit Kant’s question in order to explore art museum experiences—the simultaneity with which people see, hear, feel, taste, and smell art. We believe, along with Lakoff and Johnson (1999), that our 259
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