Exploring the Impact of Various Shaped Seating Arrangements on Persuasion

Rui (Juliet) Zhu and Jennifer J. Argo

Journal of Consumer Research, 2013, vol. 40, issue 2, 336 - 349

Abstract: Despite the common belief that seating arrangements matter, little research has examined how the geometrical shape of a chair arrangement can affect persuasion. Across three studies, this research demonstrates that the shape of seating arrangements can prime two fundamental human needs that in turn influence persuasion. When seated in a circular-shaped layout, individuals evaluate persuasive material more favorably when it contains family-oriented cues or majority endorsement information. In contrast, when seated in an angular-shaped seating arrangement, individuals evaluate persuasive material more favorably when it contains self-oriented cues or minority endorsement. Further, results reveal that these responses to persuasive material arise because circular (angular) shaped seating arrangements prime a need to belong (need to be unique). Thus, this research shows that a subtle environmental cue--the shape of a seating arrangement--can activate fundamental human needs and consequently affect persuasion.

Date: 2013
References: Add references at CitEc
Citations: View citations in EconPapers (13)

Downloads: (external link)
http://dx.doi.org/10.1086/670392 (application/pdf)
http://dx.doi.org/10.1086/670392 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:doi:10.1086/670392

Access Statistics for this article

Journal of Consumer Research is currently edited by Bernd Schmitt, June Cotte, Markus Giesler, Andrew Stephen and Stacy Wood

More articles in Journal of Consumer Research from Journal of Consumer Research Inc.
Bibliographic data for series maintained by ().