Consumer research finds the floor

This month’s Breathless Press Release of the Week is from the University of Minnesota (thanks to investigator Tim Ramsey for bringing it to our attention):

University of Minnesota researcher finds that flooring can affect how consumers make purchase decisions

Research published this month by Joan Meyers-Levy, a professor of marketing at the University of Minnesota’s Carlson School of Management, and author of the famed ceiling height study, suggests that the way people judge products may be influenced by the ground beneath them…. The authors first conducted a study to show that carpeting truly does evoke a greater sense of physical comfort than tiled flooring. “Given this finding, we then tackled a more practical and intriguing question,” says Meyers-Levy. “Would these bodily sensations elicited by the flooring transfer to people’s assessments of products that they observe while shopping?”

BONUS: U of M marketing prof perfects the science of the woo