Featured Research

from universities, journals, and other organizations

Comforted by carpet: How do floors and distance affect purchases?

Date:
November 27, 2009
Source:
University of Chicago Press Journals
Summary:
Consumers who stand on carpeted flooring feel comforted, but they judge products close to them to be less comforting, according to a new study.

Consumers who stand on carpeted flooring feel comforted, but they judge products close to them to be less comforting, according to a new study in the Journal of Consumer Research.

In the study, authors Joan Meyers Levy (University of Minnesota, Minneapolis), Rui (Juliet) Zhu, and Lan Jiang (both University of British Columbia) explored the feelings evoked by the two most common flooring types in retail environments: hard vinyl tile and carpet.

"We first conducted a study to show that carpeting flooring indeed evokes a greater sense of physical comfort than tiled flooring," the authors explain. "Based on this finding, we addressed a more practical and intriguing question: would these bodily sensations elicited by the flooring transfer to people's assessments of products that they observe while shopping?"

The researchers had participants stand on either soft pile carpet or hard tile and view objects that were either close or moderately far away. (When products were extremely far away, individuals' product judgments were no longer influenced by their bodily sensations.) People who examined items while standing on a plush carpet judged products that were close as being less comforting than products that were moderately far away. "The bodily sensations elicited by the flooring are more likely to be used as a comparison standard, not an interpretive frame," the authors explain.

In contrast, when items were placed moderately far away, their bodily sensations unconsciously guided their product interpretations. Thus, participants perceived those products as comforting when they stood on carpet.

In a final study, consumers could more easily make out the contents of a gift basket from a moderate distance than from a close one. "Interestingly, the results reversed in this case. When viewed from a moderate distance, the gift basket was judged as more comforting when individuals stood on the hard tile floor rather than the carpeted floor. These results further supported our premise that it is the viewing clarity that ultimately determines the direction of the influence of flooring-induced bodily sensations," the authors conclude.


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Journal Reference:

  1. Joan Meyers Levy, Rui (Juliet) Zhu, and Lan Jiang. Context Effects from Bodily Sensations: Examining Bodily Sensations Induced by Flooring and the Moderating Role of Product Viewing Distance. Journal of Consumer Research, 2009; 091021050348065 DOI: 10.1086/649028

Cite This Page:

University of Chicago Press Journals. "Comforted by carpet: How do floors and distance affect purchases?." ScienceDaily. ScienceDaily, 27 November 2009. <www.sciencedaily.com/releases/2009/11/091117161206.htm>.
University of Chicago Press Journals. (2009, November 27). Comforted by carpet: How do floors and distance affect purchases?. ScienceDaily. Retrieved July 31, 2014 from www.sciencedaily.com/releases/2009/11/091117161206.htm
University of Chicago Press Journals. "Comforted by carpet: How do floors and distance affect purchases?." ScienceDaily. www.sciencedaily.com/releases/2009/11/091117161206.htm (accessed July 31, 2014).

Share This




More Science & Society News

Thursday, July 31, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

House Republicans Vote to Sue Obama Over Healthcare Law

House Republicans Vote to Sue Obama Over Healthcare Law

Reuters - US Online Video (July 31, 2014) The Republican-led House of Representatives votes to sue President Obama, accusing him of overstepping his executive authority in making changes to the Affordable Care Act. Mana Rabiee reports. Video provided by Reuters
Powered by NewsLook.com
Florida Panther Rebound Upsets Ranchers

Florida Panther Rebound Upsets Ranchers

AP (July 31, 2014) With Florida's panther population rebounding, some ranchers complain the protected predators are once again killing their calves. (July 31) Video provided by AP
Powered by NewsLook.com
Britain Testing Driverless Cars on Roadways

Britain Testing Driverless Cars on Roadways

AP (July 30, 2014) British officials said on Wednesday that driverless cars will be tested on roads in as many as three cities in a trial program set to begin in January. Officials said the tests will last up to three years. (July 30) Video provided by AP
Powered by NewsLook.com
Health Insurers' Profits Slide

Health Insurers' Profits Slide

Reuters - Business Video Online (July 30, 2014) Obamacare-related costs were said to be behind the profit plunge at Wellpoint and Humana, but Wellpoint sees the new exchanges boosting its earnings for the full year. Fred Katayama reports. Video provided by Reuters
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins