Wood or Laminate ? — Psychological Research of Customer Expectations

  title={Wood or Laminate ? — Psychological Research of Customer Expectations},
  author={Paulino Jim{\'e}nez and Anita Dunkl and Kerstin Eibel and Elisabeth Denk and Vincent Grote and Christina Kelz and Maximilian Moser},
Wood is generally associated with being practical, aesthetic and economy-friendly. Using wood in interior settings also can be based on psychological expectations and assumptions, as wood is attributed as warmer, more homely, more relaxing and more inviting. However, when investigating psychological differences, wood is usually compared to carpets, glass, leather, stone, or plastic but is not compared to a visually similar material such as laminate. The aim of this study is to analyze and… CONTINUE READING