Here is an interesting study on relaxation and consumer behaviour…
A recent study has shown that consumers who are in a relaxed affective state while shopping value the products more highly than those who are feeling pleasant but less relaxed.
This happens because our brain, thinking that there is no threat in the environment, relaxes more and tends to perceive various things as more desirable and, as a consequence, as worth more.
Interestingly, this seems to apply to a wide range of products: from relaxing services such as a spa treatment, exciting services such as bungee jumping to indulgent products like ice cream.
Giving consumers spaces that comfort them and put them in a relaxed state allows them to genuinely enjoy their experience without feeling any anxiety, pressure…and of course, by giving them this, they become more willing to pay higher prices.
Type and level of relaxation will differ of course, depending on your brand and product. If you are an exciting and innovative brand, you will not have the same type and level of relaxation as a luxury spa hotel but relaxing your customers’ brains will still be crucial to how they value your product and experience.