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Love at first shape: onbewuste effecten van ronde vormen op de beoordeling van sensualiteit tijdens speeddating.

Kruijff, J.W.F. (2011) Love at first shape: onbewuste effecten van ronde vormen op de beoordeling van sensualiteit tijdens speeddating.

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Abstract:This research focuses on the unconscious effects of design on behavior and personality assessments, such as sensuality and dominance. For this purpose a speed date is used. Based on former research indicating that round and square shapes specifically considered as (respectively) sensual and dominant, it was expected in this study that round and square shapes in a service environment, such as a speed date, affect relevant personal assessments and behavior. In order to test these predictions two studies were conducted using linear regression with shape manipulation and Romanticism as predictor variables. The results from the simulation study in Study 1 (N = 195) revealed, as expected, that men rated the female dating partner as more dominant in an angular area. Subsequently for Study 2 (N = 45), a field study was set up. In line with our hypotheses, the results showed that round shapes and objects in a service environment like a speed date, lead to a higher assessment of sensuality and intention to a follow-up date. The extent to which this occurred was dependent on the degree of Romanticism. As expected, these effects were more pronounced for men who are more romantic; they rated women in a round environment as more sensual and had a greater intention to a follow-up date. Further, against expectations, an angular environment led to a higher number of dating matches. Practical implications and suggestions for future research are described.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:77 psychology
Programme:Psychology MSc (66604)
Link to this item:http://purl.utwente.nl/essays/61221
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