Science Reveals the True Power of Flowers

In the floral industry, we understand the positive impact flowers have on people. To demonstrate this scientifically, SAF partnered with world-renowned researcher Jeannette Haviland-Jones, Ph.D., of Rutgers, The State University of New Jersey, on a groundbreaking study to examine the effect of flowers on human emotion and well being.

The research provides scientific proof that flowers increase happiness and life satisfaction, and lead to increased contact with family and friends.

Specifically, the 2000 SAF-sponsored research reveals:

• Flowers have an immediate impact on happiness. Study participants expressed “true” or “excited” smiles upon receiving flowers, demonstrating extraordinary delight and gratitude. This reaction was universal, occurring in all age groups.
• Flowers have a long-term positive effect on moods. Specifically, study participants reported feeling less depressed, anxious and agitated after receiving flowers, and demonstrated a higher sense of enjoyment and life satisfaction.
• Flowers make intimate connections. The presence of flowers led to increased contact with family and friends.
• Flowers are a symbol for sharing. The study explored where in their homes people display flowers. Once received, arrangements were placed in areas of the home that are open to visitors – such as foyers, living rooms and dining rooms – suggesting that flowers make the space more welcoming and create a sharing atmosphere.

“The symbolic significance and the universal impact of flowers remains its outstanding feature,” said Dr. Haviland-Jones. “In my work, I rarely find anything that contributes to such significant mood changes as the floral arrangements did.”

Background

Researcher Bio

Jeannette Haviland-Jones, Ph.D., the lead researcher on the study, is a professor of psychology at Rutgers, The State University of New Jersey. Dr. Haviland-Jones is a psychologist and authority in the role of emotional development in human behavior and nonverbal emotional signals and response.

Methodology

The study involved 147 women from cities and suburbs recruited by newspaper and word-of-mouth. In age they ranged from younger, middle and senior categories, with a wide range of educational backgrounds, careers, and marital statuses. Most were of European-American descent. For purposes of research on psychological variables they were representative of adult women. To be eligible a woman had to respond to psychological questions, be available at home to accept gifts and have the possibility to share the gift with others.

Receiving a gift was considered payment for taking part in the study. Focus groups were convened to evaluate the equality of gifts used in the study.

Two widely used psychological measures of well-managed intelligent emotional life were used, along with a modified medical interview scale. In addition, a “symptoms of well being” questionnaire was developed.

Observers trained to distinguish among various types of smiles delivered one of three gifts to the study participants, each gift type equated roughly on desirability and price. The women did not know in advance which gift they would get. The gift was either flowers, a gourmet fruit basket or pillar candle. The observers noted the type of smile each gift elicited. Immediate and later psychological measures were taken.

Promoting the Great News to Consumers

SAF is promoting the results of the Emotional Impact of Flowers Study to the public through strategic consumer marketing programs. Designed to generate valuable print and broadcast coverage of flowers, SAF’s campaign featured Dr. Haviland-Jones as the national spokesperson in television interviews and in a nationally distributed press kit.

The campaign launched in Fall 2000 with Dr. Haviland-Jones conducting TV interviews in more than 15 cities coast to coast. In these interviews, broadcast via satellite from the HBO Studios in New York City, Dr. Haviland-Jones told viewers: “For the first time, we have scientific evidence that flowers improve emotional health. Not only do flowers have an immediate powerful impact when delivered, but people’s happiness and enjoyment lasts for days.” Flowers were provided for the sets of the local stations to be displayed during the interviews, and viewers were referred to SAF’s consumer Web site, www.aboutflowers.com, for more information. Video footage was also released via satellite to TV newsrooms nationwide to provide stations with the material to create their own stories.

In addition, SAF distributed a press kit to 2,300 members of the print media. Stories have run in the Los Angeles Times, Philadelphia Daily News and several other newspapers. The story continues to be pitched to national news shows and publications. Reports have appeared in popular national magazines including Ladies’ Home Journal, Allure, First for Women, Redbook, Mode, Working Mother, Fitness, Shape, Fit, Parents and Today’s Black Woman.