Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

Researchers find ceiling height can affect how a person thinks, feels and acts

27.04.2007
For years contractors, real estate agents and event planners have said that whether building, buying or planning an event, a higher or vaulted ceiling is always better. Are they right? Until now there has been no real evidence that ceiling height has any influence or advantage with consumers.

But recent research by Joan Meyers-Levy, a professor of marketing at the University of Minnesota Carlson School of Management, suggests that the way people think and act is affected by ceiling height.

Meyers-Levy and co-author Rui (Juliet) Zhu, assistant professor of marketing at the Sauder School of Business, University of British Columbia and a Carlson doctoral alum, found that, depending on the situation, ceiling height will benefit or impair consumer responses. The paper “The Influence of Ceiling Height: The Effect of Priming on the Type of Processing People Use,” will be published in the August issue of the Journal of Consumer Research.

“When a person is in a space with a 10-foot ceiling, they will tend to think more freely, more abstractly,” said Meyers-Levy. “They might process more abstract connections between objects in a room, whereas a person in a room with an 8-foot ceiling will be more likely to focus on specifics.”

The research demonstrates that variations in ceiling height can evoke concepts that, in turn, affect how consumers process information. The authors theorized that when reasonably salient, a higher versus a lower ceiling can stimulate the concepts of freedom versus confinement, respectively. This causes people to engage in either more free-form, abstract thinking or more detail-specific thought. Thus, depending on what the task at hand requires, the consequences of the ceiling could be positive or negative.

“Depending on the activity or the desired outcome, ceiling height can make a big difference in how the consumer processes the information presented,” says Meyers-Levy.

This work has important implications for retailers of all types who are faced with consumers whose thought processes might influence what products they buy, how they process point-of-purchase information and even sales persuasion strategies. Careful attention to this important design aspect of retail spaces can pay off for those with one eye on the ceiling and the other on the bottom line.

David Ruth | EurekAlert!
Further information:
http://www.umn.edu

More articles from Studies and Analyses:

nachricht WAKE-UP provides new treatment option for stroke patients | International study led by UKE
17.05.2018 | Universitätsklinikum Hamburg-Eppendorf

nachricht First form of therapy for childhood dementia CLN2 developed
25.04.2018 | Universitätsklinikum Hamburg-Eppendorf

All articles from Studies and Analyses >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: Explanation for puzzling quantum oscillations has been found

So-called quantum many-body scars allow quantum systems to stay out of equilibrium much longer, explaining experiment | Study published in Nature Physics

Recently, researchers from Harvard and MIT succeeded in trapping a record 53 atoms and individually controlling their quantum state, realizing what is called a...

Im Focus: Dozens of binaries from Milky Way's globular clusters could be detectable by LISA

Next-generation gravitational wave detector in space will complement LIGO on Earth

The historic first detection of gravitational waves from colliding black holes far outside our galaxy opened a new window to understanding the universe. A...

Im Focus: Entangled atoms shine in unison

A team led by Austrian experimental physicist Rainer Blatt has succeeded in characterizing the quantum entanglement of two spatially separated atoms by observing their light emission. This fundamental demonstration could lead to the development of highly sensitive optical gradiometers for the precise measurement of the gravitational field or the earth's magnetic field.

The age of quantum technology has long been heralded. Decades of research into the quantum world have led to the development of methods that make it possible...

Im Focus: Computer-Designed Customized Regenerative Heart Valves

Cardiovascular tissue engineering aims to treat heart disease with prostheses that grow and regenerate. Now, researchers from the University of Zurich, the Technical University Eindhoven and the Charité Berlin have successfully implanted regenerative heart valves, designed with the aid of computer simulations, into sheep for the first time.

Producing living tissue or organs based on human cells is one of the main research fields in regenerative medicine. Tissue engineering, which involves growing...

Im Focus: Light-induced superconductivity under high pressure

A team of scientists of the Max Planck Institute for the Structure and Dynamics of Matter (MPSD) at the Center for Free-Electron Laser Science in Hamburg investigated optically-induced superconductivity in the alkali-doped fulleride K3C60under high external pressures. This study allowed, on one hand, to uniquely assess the nature of the transient state as a superconducting phase. In addition, it unveiled the possibility to induce superconductivity in K3C60 at temperatures far above the -170 degrees Celsius hypothesized previously, and rather all the way to room temperature. The paper by Cantaluppi et al has been published in Nature Physics.

Unlike ordinary metals, superconductors have the unique capability of transporting electrical currents without any loss. Nowadays, their technological...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

VideoLinks
Industry & Economy
Event News

Save the date: Forum European Neuroscience – 07-11 July 2018 in Berlin, Germany

02.05.2018 | Event News

Invitation to the upcoming "Current Topics in Bioinformatics: Big Data in Genomics and Medicine"

13.04.2018 | Event News

Unique scope of UV LED technologies and applications presented in Berlin: ICULTA-2018

12.04.2018 | Event News

 
Latest News

Supersonic waves may help electronics beat the heat

18.05.2018 | Power and Electrical Engineering

Keeping a Close Eye on Ice Loss

18.05.2018 | Information Technology

CrowdWater: An App for Flood Research

18.05.2018 | Information Technology

VideoLinks
Science & Research
Overview of more VideoLinks >>>