People in a circular seating arrangement had a more positive impression of a travel ad urging them to make family and friends a priority than of an ad saying “Make yourself a priority” (3.78 versus 2.75 on a 7-point scale); but people in an angular seating arrangement, such as in rows at right angles, favored the self-oriented ad (3.82 versus 2.41), say Rui (Juliet) Zhu of the University of British Columbia and Jennifer J. Argo of the University of Alberta, both in Canada. Seating arrangements affect persuasion by activating fundamental needs: Circular seating highlights the need to belong, whereas angular arrangements prime the desire to be unique, the researchers say.
SOURCE: Exploring the Impact of Various Shaped Seating Arrangements on Persuasion