Arousal Theory Research

ENVIRONMENTAL PSYCHOLOGY RESEARCH

AROUSAL THEORY

Arousal theory is the theory that the physical environment can affect arousal levels by stimulation and by stress created when psychological or physical needs are not met. Designing with arousal theory in mind encourages designers to focus on noise, congestion, and distractions. For example, visual merchandising and the design of store environments must evoke an optimum level of customers’ arousal in order to be successful.

NOISE under 85 db

CROWDING over 4 ft away LIGHTING increased saturation + brightness

Effects of Spatial Colors on Guests’ Perceptions of a Hotel Room

This study aimed to understand the relationship between color attributes and the perception of a hotel room. The differences between blue and red with two levels for saturation and brightness were examined within a room. The study adopts virtual reality techniques to provide a deep immersion of the participants in the manipulated hotel room’s design settings. The results indicated that there was a strong relation between wall hue and the arousal level. Red hotel rooms were associated with the highest arousal levels among participants. Participants enjoyed staying in blue hotel rooms more than in the red ones finding them more pleasant. However, individual color preference was found to have an important impact on the perception of hotel rooms.

KEY TAKEAWAYS

GROCERY STORE EXPERIMENT

Two grocery stores were evaluated in their design use to evoke optimum arousal in their customers.

Study 1

the first store had spacious areas, tall ceilings, and bright lights with food on a variety of displays according to color

In conclusion, they found that customers would stay longer and spend more when they were in the first store because their arousal levels were higher and more positive.

Study 2

the second store had the same products for the same price, but the store was slightly darker with products on shelves against the walls

THEME PARK EXPERIMENT

Two studies were conducted to evaluate the use of arousal theory in a theme park.

Study 1

positive arousal was used in a park to create a good experience for all guests

In conclusion, they found that creating discomfort caused guests to spend more money.

Study 2

negative arousal was used in another park to create discomfort in order to encourage visitors to spend more money and use certain facilities