Karin Tanja-Dijkstra

On Store Design and Consumer Motivation: Spatial Control and Arousal in the Retail Context

Research testifies to the influence of environmental factors in shopping environments. However, few studies examine effects of store design in interaction with shoppers’ motivations. The authors propose that task-oriented shoppers prefer stores that are spacious, whereas recreational shoppers enjoy and prefer the arousing properties of color. To provide controlled tests of these hypotheses, we created visual simulations of stores that varied by color (arousing red vs. less arousing blue) and layout (spacious vs. cluttered), and induced either task-oriented or recreational shopping motivations. Customers at a clothing store responded to one of these four store video displays. Results showed that motivations interact with environmental factors. Task-oriented shoppers preferred shopping in spacious stores, whereas recreational shoppers preferred high-arousing store environments. These findings suggest that store managers could increase arousal levels using ambient design elements, such as colored lights, when shoppers are likely recreationally oriented and provide spacious environments to appeal to task-oriented shoppers.

Improving Dental Experiences by Using Virtual Reality Distraction: A Simulation Study

Dental anxiety creates significant problems for both patients and the dental profession. Some distraction interventions are already used by healthcare professionals to help patients cope with unpleasant procedures. The present study is novel because it a) builds on evidence that natural scenery is beneficial for patients, and b) uses a Virtual Reality (VR) representation of nature to distract participants. Extending previous work that has investigated pain and anxiety during treatment, c) we also consider the longer term effects in terms of more positive memories of the treatment, building on a cognitive theory of memory (Elaborated Intrusions). Participants (n = 69) took part in a simulated dental experience and were randomly assigned to one of three VR conditions (active vs. passive vs. control). In addition, participants were distinguished into high and low dentally anxious according to a median split resulting in a 3×2 between-subjects design. VR distraction in a simulated dental context affected memories a week later. The VR distraction had effects not only on concurrent experiences, such as perceived control, but longitudinally upon the vividness of memories after the dental experience had ended. Participants with higher dental anxiety (for whom the dental procedures were presumably more aversive) showed a greater reduction in memory vividness than lower dental-anxiety participants. This study thus suggests that VR distractions can be considered as a relevant intervention for cycles of care in which people’s previous experiences affect their behaviour for future events.

Green Walls for a Restorative Classroom Environment: A Controlled Evaluation Study

In the present research, we evaluated the restorative impacts of green walls with living plants in classrooms of two elementary schools using a controlled, prospective design with baseline measurements and follow-ups at 2 and 4 months. At each time of measurement, children’s (n = 170, age = 7-10) cognitive performance, well-being, and classroom evaluations were measured with attentional tests and self-report questionnaires. Results show that children in the four classrooms where a green wall was placed, as compared with children in control groups, scored better on a test for selective attention; processing speed was not affected by the green wall. The green wall also positively influenced children’s classroom evaluations. There were no measurable effects of the green wall on children’s self-reported well-being. The green walls were generally evaluated positively during the two follow-ups. These results provide some of the first empirical support for green walls as a means for restorative classroom design.

Directions in healthcare research: pointers from retailing and services marketing.

Purpose: Although the importance of the environment in relation to healing processes has been well established, empirical evidence for environmental effects on patient well-being and behavior is sparse. In addition, few attempts have been made to integrate insights from related fields of research such as retailing and services marketing with findings from healthcare studies. In this paper, relevant findings and insights from these domains are discussed. What insights and findings from retailing and services marketing are (potentially) of interest to the healthcare context, and how should one interpret and follow up on these results in healthcare environments? Background: Research in retailing and services marketing indicates that physical environmental factors (i.e., music and scent) and social environmental factors (i.e., crowded conditions) may affect consumer satisfaction and well-being. In addition, environmental effects have been shown to vary with contextual factors (e.g., the type of environment) and consumer needs (e.g., the extent to which consumers value social contact or stimulation in a specific setting). Although the evidence base for environmental factors in health environments is steadily growing, few attempts have been made to integrate findings from both domains. Conclusions/Recommendations: The findings presented indicate that environmental variables such as music and scent can contribute to patient well-being and overall satisfaction. In addition, findings suggest that these variables may be used to counteract the negative effects resulting from crowded conditions in different healthcare units. Taking into account recent developments in the healthcare industry, the importance of creating memorable and pleasant patient experiences is likely to grow in the years to come. Hence, the finding that subtle and relatively inexpensive manipulations may affect patient well-being in profound ways should inspire follow-up research aimed at unraveling the specifics of environmental influences in health environments.

The Soothing Sea: A Virtual Coastal Walk Can Reduce Experienced and Recollected Pain

Virtual reality (VR) distraction has become increasingly available in health care contexts and is used in acute pain management. However, there has been no systematic exploration of the importance of the content of VR environments. Two studies tested how interacting with nature VR influenced experienced and recollected pain after 1 week. Study 1 (n = 85) used a laboratory pain task (cold pressor), whereas Study 2 (n = 70) was a randomized controlled trial with patients undergoing dental treatment. In Study 1, nature (coastal) VR reduced both experienced and recollected pain compared with no VR. In Study 2, nature (coastal) VR reduced experienced and recalled pain in dental patients, compared with urban VR and standard care. Together, these data show that nature can improve experience of health care procedures through the use of VR, and that the content of the VR matters: Coastal nature is better than urban.

The Impact of Bedside Technology on Patients' Well-Being

Objective: This paper presents a study to gain insight into the effects of the visibility of medical equipment on the well-being of patients. Background: Encounters with healthcare situations are characterized by stress and anxiety. The presence of wires, tubes, and monitors near the bedside may contribute to these feelings. One of the trends in healthcare design is to organize the headwalls of patient rooms in such a way as to reduce clutter and minimize the visibility of medical equipment, but no experimental studies are available that investigate the effects of the visibility of medical equipment in patient rooms. Methods: This experiment employed a single-factor between-subjects design (medical equipment visible vs. medical equipment out of sight) exposing participants (n = 42) to a scenario and a picture of a hospital room. Results: Placing medical equipment out of sight leads to reduced feelings of stress in patients. This stress-reducing effect is mediated by feelings of pleasure. Placing medical equipment out of sight leads to a more positive emotional state, which in turn leads to feelings of reduced stress in patients. Moreover, placing equipment out of sight leads to people having more trust in the healthcare provider. Conclusions: The current study emphasizes the importance of the built healthcare environment and shows what role the visibility of medical equipment can play in the healing process of patients.

Mental imagery in dentistry: Phenomenology and role in dental anxiety

Dental anxiety is a prevalent problem with marked psychological, physical and public health implications. Based on cognitive theory and evidence, we hypothesized that vivid, sensory image-based cognitions play a role in dental anxiety. A quantitative online survey (N = 306) and qualitative semi-structured interviews (N = 18) found that vivid sensory images were common irrespective of dental anxiety levels, but that their content, associated distress and responses varied. Participants reporting higher anxiety experienced intense and intrusive fear-provoking dental imagery focusing on unpleasant sensations, which were associated with the intrusive recollection of negative past experiences and avoidance of dentistry. Participants with lower anxiety ratings, reported images that were less distressing and centered around reassuring aspects and positive appointment outcomes, potentially acting as protective factors against dental anxiety and facilitating appointment attendance. The inclusion of components aimed at reducing intrusive memories and dental imagery rescripting may help improve interventions for dental anxiety.