Evaluating Psychological Aspects of Wood and Laminate Products in Indoor Settings with Pictures

• Published in: Forest products journal 2015-09, Vol.65 (5-6), p.263-271
• Main Authors: Jimenez, Paul, Dunkl, Anita, Eibel, Kerstin, Denk, Elisabeth, Grote, Vincent, Kelz, Christina, Moser, Maximilian
• Format: Article
• Language: English
• Subjects: Aesthetics; Analysis; Behavioral psychology; Comparative analysis; Consumer behavior; Consumers; experimental design; experts; Floor coverings; Flooring; Forest products industry; functional properties; glass; humans; Interior design; Laminates; leather; Natural products; Perceptions; Properties; Psychological aspects; Purchasing; Studies; Wood; Wood products
• ISSN: 0015-7473; 2376-9637
• DOI: 10.13073/FPJ-D-14-00003

Natural materials in indoor settings influence the human organism positively. Wood is a natural material and shows similar positive effects on the individual's well-being. Because of similar looks and functional properties, wood can be compared with laminate. However, when investigating psychological differences, wood is usually compared with carpets, glass, leather, stone, or plastic, but not compared with a visually similar material such as laminate. The aim of this study was to analyze and compare the different psychological perception of wood and laminate products in an indoor setting. This study further investigated what specific psychological aspects can differentiate wood from laminate products, and if wood is preferred over laminate and is more likely to be purchased. Different pictures that depict wood and laminate products in an indoor setting were used to evaluate the psychological perception. This evaluation included measuring 11 quality criteria, the perception of the environmental atmosphere, and the purchase decision. The experimental design was a 2 × 2 × 2 design with repeated measures for material and sequence. The sample consisted of 93 experts as well as nonexperts for wood. The result shows that wood products are rated higher than laminate products regarding several psychological aspects, such as health, physical and mental stimulation, and performance enhancement. In addition, wood products were rated significantly more warming and cozy, and the participants would recommend, purchase, and accept more deficiencies for purchasing wood products than for laminate products. Overall, the material wood was preferred over the material laminate.