design psychology

Virtual Reality, Physical Stores (03-05-20)

Pizzi and colleagues investigated the implications of experiencing retail environments physically and virtually.  They determined that “Whereas previous research demonstrated the importance of consumers' hedonic [pleasure-related] and utilitarian shopping orientations in traditional channels, this study examines the potential of a VR store to elicit hedonism and utilitarianism. . . . . Participants were exposed to the same shelf in a VR-based and a physical store. We found . . . VR elicits both utilitarianism and hedonism. . . .

In Person and Online Stores, Experiences Linked (03-03-20)

Verhagen and teammates studied links between consumer in-store experiences and those they have online.  The investigators determined that “consumer evaluations of a firm’s online store have been found to be influenced by consumer interactions with the firm’s in‐store personnel. . . . we propose hypotheses and accordingly model in‐store personnel’s competence and friendliness as determinants of online store usefulness, online store enjoyment, and online store value. Using consumer data collected from two Dutch multichannel retailers, we test this model. . . .

Crowded, Messy Shopping (03-02-20)

Coskun, Gupta, and Burpaz studied how in-store crowds and store neatness influence shoppers’ behaviors.  They report that   “each participant in one of the four conditions was shown visuals of a store. . . . in the low crowded conditions, two people were visible in the visuals but in the high crowded condition, 14 people were visible. In the low messy condition, merchandise was organized well on the displays and racks, but in the high messy condition, merchandise was scattered. . .

Glass Stairs: Issues (02-28-20)

Glass staircases are regularly found in an assortment of environments. Kim and Steinfeld investigated the safety of winding glass staircases: “The purpose of this study was to assess the safety of a winding glass stairway by observing the behavior of stair users. . . .    Video observations were conducted in a retail store with a glass stairway (GS) and a shopping mall with a conventional stairway (CS). . . .  On the glass stairway, more users glanced down at the treads (GS: 87% vs. CS: 59%); fewer users diverted their gaze away from the stairs (GS: 54% vs.

Art Display Design (02-27-20)

Krukar and Dalton evaluated how the display of visual artworks influences responses to them. They report that when members of the general public who were not artists, curators, or architects viewed a non-public, mock-up art gallery that “The more visible an artwork was, the more attention it attracted. Artworks that were more co-visible [simultaneously visible with other artworks], were viewed in a more haphazard way. However, more haphazard viewing strategy simultaneously resulted in higher cumulative viewing times and did not negatively affect the cognitive processing of artworks.

Neighborhood Disorder and Trust (02-26-20)

Chang and Baskin-Sommers set out to learn more about how a disorderly neighborhood can influence trust. They share that “Neighborhood disorder (i.e., physical or social decay) is associated with decreased trust, which reinforces criminal behavior for some individuals in these communities. . . . we examined the association between perceived neighborhood disorder and facial trustworthiness perception. . . .   findings suggest that similarly processing trustworthy and untrustworthy faces . . .

Green Space and Crime (02-25-20)

Shepley and colleagues investigated links between urban green space and nearby crime.  They determined via a literature review that “Green spaces typically comprised tree cover, parks and ground cover. Criminal behaviors typically included murder, assault, and theft. The majority of the research reviewed involved quantitative methods (e.g., comparison of green space area to crime data).

Weather and Evaluations (02-24-20)

Schlager, de Bellis and Hoegg studied links between weather conditions and product evaluations; their findings are relevant to any group presenting options to others. The Schalger team reports that “A large-scale field study and four experiments demonstrate that weather affects product valuation but only under particular conditions. . . . product valuation increases only if (1) the product is associated (vs. not associated) with a given weather state, as the match of product and weather facilitates mental simulation, and (2) the product is perceived as attractive (vs. unattractive). . . .

In Office Comfort (02-21-20)

Kim and teammates studied worker comfort via data collected in a “typical” office building.  As they report, “Personal Comfort Systems (PCS) provide individual occupants local heating and cooling to meet their comfort needs without affecting others in the same space. . . . Recently developed Internet-connected PCS chairs . . . [can generate] continuous streams of heating and cooling usage data, along with occupancy status and environmental measurements. . . . we carried out a study with PCS chairs . . . .


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