Consumers who stand on carpeted flooring feel comforted, but they judge products close to them to be less comforting, according to a new study in the Journal of Consumer Research.
In the study, authors Joan Meyers Levy (University of Minnesota, Minneapolis), Rui (Juliet) Zhu, and Lan Jiang (both University of British Columbia) explored the feelings evoked by the two most common flooring types in retail environments: hard vinyl tile and carpet.