Physical Object Comfort Perception

What it measures

Measures the degree to which a person perceives a physical object — particularly something designed to be sat or lain on (e.g., chairs, sofas, beds) — as comfortable, cosy, and well-cushioned. Developed in the context of logo shape research to assess whether shape cues influenced downstream product attribute inferences.

Representative items

• Not at all comfortable / Very comfortable
• Not at all cozy / Very cozy
• Not at all cushiony / Very cushiony

Citation

Jiang, Y., Gorn, G.J., Galli, M., & Chattopadhyay, A. (2016). Does your company have the right logo? How and why circular- and angular-logo shapes influence brand attribute judgments. Journal of Consumer Research, 42(5), 709–726.