Tuesday, November 18, 2008


Recent research suggests that the way people think and act is actually affected by ceiling height.

A research paper titled, "The Influence of Ceiling Height: The Effect of Priming on the Type of Processing People Use," found that, depending on the situation, ceiling height will benefit or impair consumer responses.

Variations in ceiling height can evoke concepts that affect how consumers process information. A person in a room with a 10-foot ceiling tends to make more free and abstract connections than a person in a room with a lower ceiling. A person in a room with an eight-foot ceiling would be more likely to focus on specifics.

This work could have important implications for retailers who wish to understand the thought processes of consumers at the point of purchase.

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