Wood or Laminate?—Psychological Research of Customer Expectations
AbstractWood is generally associated with being practical, aesthetic and economy-friendly. Using wood in interior settings also can be based on psychological expectations and assumptions, as wood is attributed as warmer, more homely, more relaxing and more inviting. However, when investigating psychological differences, wood is usually compared to carpets, glass, leather, stone, or plastic but is not compared to a visually similar material such as laminate. The aim of this study is to analyze and compare the various psychological characteristics related to wooden and laminate materials in interior settings. The experimental design was a 2 × 2 design (material, sequence) with repeated measures for material. Forty participants were asked to evaluate a framed piece of wood floor and a framed piece of laminate floor regarding technical, practical, and psychological aspects. Further, three questions about one’s purchase decision were asked. The results show that the wooden floor was evaluated significantly better than the laminate floor regarding “materials and processing”, “atmosphere”, and “values and symbolic functions”. For the criterion “health”, a tendency in favor of wood could be found. In addition, the participants would more likely recommend and purchase wooden products and also accept more deficiencies in wooden products. View Full-Text
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Jiménez, P.; Dunkl, A.; Eibel, K.; Denk, E.; Grote, V.; Kelz, C.; Moser, M. Wood or Laminate?—Psychological Research of Customer Expectations. Forests 2016, 7, 275.
Jiménez P, Dunkl A, Eibel K, Denk E, Grote V, Kelz C, Moser M. Wood or Laminate?—Psychological Research of Customer Expectations. Forests. 2016; 7(11):275.Chicago/Turabian Style
Jiménez, Paul; Dunkl, Anita; Eibel, Kerstin; Denk, Elisabeth; Grote, Vincent; Kelz, Christina; Moser, Maximilian. 2016. "Wood or Laminate?—Psychological Research of Customer Expectations." Forests 7, no. 11: 275.
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