Dr. Gerald Cupchik

RESEARCH

Gerald Cupchik uses quantitative and qualitative methods in a complementary manner to examine cognitive and emotional processes involved in the "effort after meaning effect". To this end, he examines responses to paintings, literature, films, design products, television commercials, visual metaphors, and so on. This requires a multidisciplinary approach whereby researchers bring experimental paradigms together and examine emotional and aesthetic processes as seen through them. This approach encourages ongoing reflection, not just about the phenomena under investigation, but also about the very nature of method itself. As such, Dr. Cupchik sees great value in placing research in a historical context to appreciate the origin of underlying ideas.