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Forests 2016, 7(11), 275; doi:10.3390/f7110275

Wood or Laminate?—Psychological Research of Customer Expectations

Institute of Psychology, University of Graz, Graz 8010, Austria
Human Research Institute for Health Technology and Prevention Research, Franz-Pichler-Strasse 30, Weiz 8160, Austria
Architekturpsychologie Kelz, Jahngasse 26, Gleisdorf 8200, Austria
Institute of Physiology, Medical University of Graz, Harrachgasse 21/V, Graz 8010, Austria
Author to whom correspondence should be addressed.
Academic Editors: Robert Evans and Tim A. Martin
Received: 23 September 2016 / Revised: 25 October 2016 / Accepted: 8 November 2016 / Published: 12 November 2016
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Wood 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
Keywords: floor; laminate; psychological characteristics; purchase decision; wood floor; laminate; psychological characteristics; purchase decision; wood

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This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. (CC BY 4.0).

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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.

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