Research Design Connections

Esteky and colleagues linked what floor we’re on in a building and our response to financial risks – being even a few stories higher or lower in a building produces a noticeable effect on how humans think.  The researchers determined that  “high physical elevation increases risk-seeking tendencies.”  The effect is stronger when elevation is something people are aware of because they look out of a window.  The investigators also report that “In an unpublished study, we found that consumers at higher (vs. lower) elevations are more likely to consume juice from an unfamiliar (vs.

Bajaj and Bond investigated links between design elements and brand-related opinions. They share that “asymmetry in brand elements evokes arousal [excitement] in observers, which spills over to impressions of the brand itself. . . . symmetry was negatively associated with perceptions of brand excitement. . . . Among the . . .  academic research . . .  a common finding has been the broad benefits of symmetry for perceptions of beauty, perfection, etc. . . .

Weichselbaum, Leder, and Ansorge researched humans’ responses to symmetry.  They share that  “In perception, humans typically prefer symmetrical over asymmetrical patterns. . . .  we tested the generality of the symmetry preference for different levels of individual art expertise. The preference for symmetrical versus asymmetrical abstract patterns was measured implicitly [indirectly], by an Implicit Association Test (IAT), and explicitly [directly], by a rating scale asking participants to evaluate pattern beauty. . . .

Chan’s work is particularly timely as the deadline for paying income taxes in the United States draws near (April 17 this year).  Chan found that  “exposure to American, Australian, and British flags reduced Americans’, Australians’, and Britons’ tax evasion in financially‐incentivized tasks . . . and increased tax‐paying attitudes. . . . . [seeing the flags] made salient participants’ national identities that then motivated them to help their country.”  Chan’s work is consistent with a growing body of research related to the repercussions of seeing visual cues.