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Writer's pictureCallie van der Merwe
Dec 13, 20242 min read

A Visible Briefcase Can Increase Competition.

How Everyday Objects Subtly Influence Competitive Behaviour.

### A Visible Briefcase Can Increase Competition The objects around us have a surprising influence on our thoughts, behaviours, and interactions, often in ways we don’t consciously recognise. A simple briefcase, for example, can evoke a sense of competition, subtly shaping how we approach challenges and engage with others. Research shows that the mere presence of a briefcase—whether physically present or depicted in an image—can unconsciously drive people to behave more competitively. Studies conducted by Kay et al. (2004) and Rigoglioso (2004) reveal that even individuals who later report having no conscious memory of seeing a briefcase display heightened competitive tendencies. This phenomenon is rooted in the power of subtle visual cues to influence human psychology. A briefcase is often associated with professionalism, business environments, and negotiation—a context where competition and assertiveness are valued traits. The brain makes these associations automatically, activating competitive behaviours in individuals, even if they are unaware of the trigger. As Dr. Aaron Kay, a leading researcher on environmental cues, explains, **“Objects in our environment carry implicit associations that influence our behaviour without us even realising it. The briefcase, for instance, evokes a cultural association with competition and professionalism.”** This insight underscores how everyday items can act as powerful, albeit subconscious, triggers, affecting our decision-making and social interactions. In experiments, participants exposed to a briefcase or an image of one displayed significantly more competitive decision-making than those who weren’t exposed. These changes occurred without any overt awareness, demonstrating the profound influence that symbols of status and power can have on how people act and think. The briefcase serves as a reminder of ambition, achievement, and rivalry, prompting individuals to adopt more competitive mindsets, often without conscious deliberation. This intriguing phenomenon highlights the unconscious impact of environmental objects on behaviour. Whether in a workplace, a meeting room, or even a home office, such cues subtly shape interactions and behaviours. Thoughtfully considering the symbolic elements in our environments can help shape the attitudes and actions of those within them—whether fostering collaboration or, as in this case, stoking a competitive edge. By understanding and leveraging these insights, we can intentionally design spaces that align with the goals and values of the individuals who inhabit them, making the environment a subtle yet powerful influence on success.
 

The objects around us have a surprising influence on our thoughts, behaviours, and interactions, often in ways we don’t consciously recognise. A simple briefcase, for example, can evoke a sense of competition, subtly shaping how we approach challenges and engage with others. Research shows that the mere presence of a briefcase, whether physically present or depicted in an image, can unconsciously drive people to behave more competitively.


Studies conducted by Kay et al. (2004) and Rigoglioso (2004) reveal that even individuals who later report having no conscious memory of seeing a briefcase display heightened competitive tendencies.


This phenomenon is rooted in the power of subtle visual cues to influence human psychology. A briefcase is often associated with professionalism, business environments, and negotiation, a context where competition and assertiveness are valued traits. The brain makes these associations automatically, activating competitive behaviours in individuals, even if they are unaware of the trigger.


Dr. Aaron Kay, a leading researcher on environmental cues, explains,

“Objects in our environment carry implicit associations that influence our behaviour without us even realising it. The briefcase, for instance, evokes a cultural association with competition and professionalism.”

This insight underscores how everyday items can act as powerful, albeit subconscious, triggers, affecting our decision-making and social interactions.


In experiments, participants exposed to a briefcase or an image of one displayed significantly more competitive decision-making than those who weren’t exposed.

These changes occurred without any overt awareness, demonstrating the profound influence that symbols of status and power can have on how people act and think. The briefcase serves as a reminder of ambition, achievement, and rivalry, prompting individuals to adopt more competitive mindsets, often without conscious deliberation.


This highlights the unconscious impact of environmental objects on behaviour. Whether in a workplace, a meeting room, or even a home office, such cues subtly shape interactions and behaviours. Thoughtfully considering the symbolic elements in our environments can help shape the attitudes and actions of those within them, whether fostering collaboration or, as in this case, stoking a competitive edge.


By understanding and leveraging these insights, we can intentionally design spaces that align with the goals and values of the individuals who inhabit them, making the environment a subtle yet powerful influence on success.


 

Information Reference Index:


Objects as Environmental Triggers: The Briefcase Effect

The Hidden Power of Everyday Objects

The Psychology of Workplace Design

Environmental Cues and Social Behaviour

Designing for Behaviour: The Role of Symbolism in Spaces



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