FLOWERS WORLD

Study 3 – Secondary Effects of Flowers on Senior Retirees: Social and Cognitive Consequences
While the presentation of flowers seems to have important socio-emotional effects on behavior, it is possible that this is largely due to the unusual experimental presentation. People in Study 3 receive two, one or no flower bouquets over a 2-week period. To follow up the social effects seen in the previous studies, in this third study we asked participants to keep daily diaries of social interactions. We also predicted secondary effects of the flowers on cognitive function. If there are generalizing effects of the flowers on moods, then they might affect episodic memory as well as sociability. Depression is known to have negative effects both on social interaction (Reifler, 1994) and on memory (Backman et al., 2000; Gotlib, Roberts, and Gilboa , 1996; Watts, 1995). If negative mood or depression is responsive to flowers, then we predict that there are both social and cognitive secondary effects related to the positive mood increases.
To further demonstrate the predicted secondary effects of flowers on moods, we used a participant population of senior retirees. In this population generally, the rate of depression is underreported (Friedhoff, 1994), withdrawal from social events occurs as a result of such depression (Reifler, 1994) and there is a general decline in episodic memory production (La Voie and Light, 1994; Spencer and Raz, 1995; Zacks, Hasher, and Li, 2000).
Method
Participants
We recruited 113 participants (93 women and 10 men). Their average age was about 73 years (14 Ss aged 55 - 65; 30 Ss aged 65 - 75 and 69 Ss over 75 years). The oldest person giving her exact age was 93 (many declined to give exact ages). Among these, 104 completed the interview part of the study and 91 also completed and mailed the daily logs. Dropping out usually occurred because of a death in the family or illness (no participants died during the study). We removed one participant whose materials had been completed by a relative. Most of the sample was European-American (90), but there were also 7 Asian-Americans, 4 African-Americans, one Native American and 3 “other”. Participants were recruited from retirement communities, from community centers offering programs for seniors, through community video announcements and through postings in stores, churches, and alumni newsletters.
Stimuli
All participants received at least one bouquet, which was identical to the most popular bouquet in Study 1. One group received a second bouquet. The second bouquet was composed of mixed flowers but was monochromatic yellow. Participants were assigned to one of four stimulus conditions. (1) In the primary stimulus condition, the early group, participants received bouquets only the first week, 2-3 days after the baseline interview (to assess the long-term deterioration of the flower effect). (2) In the delayed stimulus condition, the late group, participants received bouquets only the second week, 2-3 days after the second interview (to assess stability of moods and the addition of flowers to the environment). Together, these two groups were the "one flower" group. (3) In the repeated stimulus condition, the “all flowers” group, participants received bouquets after the first and second interviews (to assess "dose" effects of flowers). (4) In the no-stimulus condition, the no-flowers group, participants received bouquets only after the experiment was over (to determine baseline measures of normal mood changes without flowers). A florist delivered the bouquets.
Measures
Focus Groups. We pre-tested the measures on older participants since most of them were designed originally for use with college students. Eight women over age 60 who had participated in Study 1 collaborated with us. None of them would be included in Study 3. We went over the goals and methods of Study 3 with them and asked them to do two things. First, we asked them to pair up so that one person would act as the interviewer and the other as the interviewee. They then performed
the whole interview making note of any problems, including length, and then suggested ways to correct them. Any interview questions that were difficult to understand or objectionable were reworded or eliminated. Second, we asked them for a general critique of the research and for advice on recruitment. From this, we developed the social logs and the episodic memory tasks.
Mood Measures. Both the DES and the LSS administered in Study 1 were again administered in Study 3 (see Study 1 for descriptions).
Social Contact Logs. We prepared booklets to help participants keep records of daily social encounters. The information in the booklets also would comprise test items to be recalled for the episodic memory tasks (see below). Participants noted each social contact, making separate entries for 8 categories: family, friends, medical personnel, household services, neighbors, shopkeepers, religious contacts, delivery people, and other. The booklets were entitled "Social Contact Log" with a yellow cover page that included clearly written directions. The contents included 4 pages with 3 or 4 rows of boxes along side each category. Instructions were to begin filling out the log for Week 1 on the day of the interview and to start the log for Week 2 on the day of the second interview. The pages for Weeks 1 and 2 were distinguished by differently colored decorative borders. We mailed each participant the booklets and required a record at least 4 days out of every 7. We included a stamped envelope for their return and reminded participants during phone contacts to complete the logs and return them.
Episodic memory measure. The memory assessment included three sets of memory questions: (a) memory of the flowers (did not include the group who had not received flowers, of course); (b) memory of the booklets used for the daily social contact logs; and (c) memory of a social event that had been indicated on the logs. The set of flower questions asked the participant when they had been received and then asked for comments on "special things" about the flowers. For those participants who had received flowers, one point was given for recall of types of flowers, one for colors, one for the round glass vase and one for the ribbon on the vase. This score was kept separate and used to compare to the other memory score. The set of questions about the booklets included the number of entries per week, the week the booklets were received in the mail, as well "special things" about the booklets. Points were given for naming a category, for describing an icon, for giving the paper color, and for describing the border design. The set of questions about social contacts scored points for describing specific parts of the object or event. Points were given on the memory-for-social contact set of questions if the participant responded with a particular person, time, event and place. One prompt, if necessary, was used to elicit more complete information. The participant received a composite score for the event and the booklet recollections.
Procedure
The interviews were double blind. The participant did not know to which
the whole interview making note of any problems, including length, and then suggested ways to correct them. Any interview questions that were difficult to understand or objectionable were reworded or eliminated. Second, we asked them for a general critique of the research and for advice on recruitment. From this, we developed the social logs and the episodic memory tasks.
Mood Measures. Both the DES and the LSS administered in Study 1 were again administered in Study 3 (see Study 1 for descriptions).
Social Contact Logs. We prepared booklets to help participants keep records of daily social encounters. The information in the booklets also would comprise test items to be recalled for the episodic memory tasks (see below). Participants noted each social contact, making separate entries for 8 categories: family, friends, medical personnel, household services, neighbors, shopkeepers, religious contacts, delivery people, and other. The booklets were entitled "Social Contact Log" with a yellow cover page that included clearly written directions. The contents included 4 pages with 3 or 4 rows of boxes along side each category. Instructions were to begin filling out the log for Week 1 on the day of the interview and to start the log for Week 2 on the day of the second interview. The pages for Weeks 1 and 2 were distinguished by differently colored decorative borders. We mailed each participant the booklets and required a record at least 4 days out of every 7. We included a stamped envelope for their return and reminded participants during phone contacts to complete the logs and return them.
Episodic memory measure. The memory assessment included three sets of memory questions: (a) memory of the flowers (did not include the group who had not received flowers, of course); (b) memory of the booklets used for the daily social contact logs; and (c) memory of a social event that had been indicated on the logs. The set of flower questions asked the participant when they had been received and then asked for comments on "special things" about the flowers. For those participants who had received flowers, one point was given for recall of types of flowers, one for colors, one for the round glass vase and one for the ribbon on the vase. This score was kept separate and used to compare to the other memory score. The set of questions about the booklets included the number of entries per week, the week the booklets were received in the mail, as well "special things" about the booklets. Points were given for naming a category, for describing an icon, for giving the paper color, and for describing the border design. The set of questions about social contacts scored points for describing specific parts of the object or event. Points were given on the memory-for-social contact set of questions if the participant responded with a particular person, time, event and place. One prompt, if necessary, was used to elicit more complete information. The participant received a composite score for the event and the booklet recollections.
Procedure
The interviews were double blind. The participant did not know to which
There were no significant differences by group on the number of social contacts. We hypothesized that the potential for change in social contacts might be very limited for most of the Participants who resided in retirement homes.
Episodic memory—secondary mood effects
Since the mood shifts were found to be most significant between participants who received flowers at all and those who had not, the sample was collapsed into 2 groups, those who had received flowers by the last interview and those who had not. The difference in memory score between these two groups is highly significant. (t(3) = 3.75, p = 0.001; M = 0.77, SD = 0.88, no flowers condition; M = 1.06, SD = 0.88, flower condition). The secondary effect is as strong or stronger than the reported mood shift.
Discussion
The third study replicates Study 1 in that people receiving flower bouquets are happier and perhaps less depressed than people who do not receive bouquets. People who received two may be happier than people who received one. This suggests that the effects found in Studies 1 and 2 are not due simply to surprise, nor do effects dissipate rapidly when more flowers are provided.
Study 3 provides additional evidence that the increase in positive emotion related to the flowers will have secondary benefits. Participants who received the flowers had higher scores on the episodic memory task than those who had not yet received any bouquets.
Even though we collected daily diaries to report on social interaction and even though an examination of the diaries suggested that a subgroup of socially active senior residents increased their social contacts, there was no effect overall. The social interactions of the people in the retirement community are very regular due to scheduled visits and planned activities. It is possible that the effect would be seen in other contexts with less regimented social interaction. This remains a question for further research.