The influence of disorderly environment on consumers’ reference for boundaries

Purpose The purpose of this paper is to examine the influence of disorderly environment on consumers’ preferences for boundaries and the mediating effect of personal control in this process. Design/methodology/approach The authors examined hypotheses in two studies. In Study 1, the authors measured environmental orderliness, preference for boundaries and other control variables like positive and negative emotions. In Study 2, the authors primed participants’ concept of environmental orderliness and measured personal control as well as the same variables in Study 1. Findings Consumers in disorderly environments prefer bounded logos more compared to those in orderly environments. Personal control mediates the effect of chaotic physical environment on the preference for boundaries. Compared with the counterparts in the orderly environment, consumers in the disorderly environment have a lack of personal control, thus giving the preference to logos with boundaries. Research limitations/implications This paper discusses the mechanism of the process that the disorderly environment triggers the individual’s preference for bounded design, which enriches the research related to physical environment in the field of consumer behavior. However, it fails to examine the influence of disorderly environment on the preference for real bounded products and did not discuss the invisible boundary. Originality/value The impact of the disorderly environment on consumers’ boundary preferences, which the research focuses on, has further deepened the understanding of the boundaries, and to some extent, the authors filled the research gap in this field.