London - King Arthur had the right idea – seat people at a round table and they are less likely to be argumentative and more likely to feel they belong, new research claims.
But put them in rows and it is more likely to bring out a person’s individual streak.
The findings could be useful for the layouts of classrooms, restaurants and hotel foyers, said economic professors.
It could even make the difference to the way people feel at events like weddings or in a meeting, said the study for the Journal of Consumer Research.
Canadian researchers sat volunteers around tables of different shapes and analysed their reactions to a variety of advertisements.
They found that those seated in a circle or an oval were more positive about adverts that depicted groups – such as a family or a bunch of friends.
Those seated in angular arrangements, such as in a square or rectangle, identified more with those ads portraying individuals or mavericks.
Subconsciously, the style of seating brings out one of two conflicting attitudes, said the researchers from Alberta and British Columbia universities.
Authors Juliet Zhu and Jennifer Argo wrote: “The geometric shape of a seating arrangement can affect consumers by priming one of two fundamental needs – the need to belong or the need to be unique.
“Seating arrangements influence consumers in a wide range of settings, such as restaurants, hotel foyers, public transit, or waiting areas in airports and doctors’ offices.
“Circular-shaped seating arrangements prime a need to belong, while angular-shaped seating arrangements prime a need to be unique.”
Circular seating arrangements are often used on television to convey a warmer, conversational approach.
The researchers added: “The shape of a seating arrangement, a subtle environmental cue, can activate fundamental human needs, and these needs in turn affect consumer responses.” – Daily Mail