- According to a new study, home improvement shows and design media like HGTV are causing homes to all look the same.
- Homeowners are now prioritizing the monetary value of their interior design choices over personal expression.
- In an interview for the study, one participant mentioned that people liked her bathroom because it resembled a luxurious hotel room.
A recent study suggests that home improvement shows, such as those on HGTV, and interior design magazines are leading to a homogenization of home decor, with houses looking increasingly similar.
Professors Annett Grant of Bucknell University and Jay M. Handelman of Queen’s University’s Smith School of Business conducted a study investigating the influence of home improvement media on homeowners.
Previously, homes were seen as spaces for personal expression, but the study highlights a shift towards homeowners viewing their homes as assets in the marketplace rather than unique spaces that reflect their individuality.
According to Grant, the portrayal of flaws in home improvement media makes homeowners fearful of taking design risks, as they constantly worry about potential criticism and judgment from visitors.
Grant notes that all 17 participants in the study expressed a desire to be perceived as smart homeowners who have made significant investments in their properties, consequently increasing their value.
The study identifies this phenomenon as a “market-reflected gaze,” where homeowners evaluate their homes based on marketplace standards and prioritize conformity over personalization.
As a result, spaces tend to adopt a neutral aesthetic to appeal to a wider audience. One participant in the study mentioned that people admired her bathroom because it resembled the cleanliness and streamlined look of a hotel room.
This market-reflected gaze creates internal conflict for homeowners, who must decide whether to view their homes as wealth-building assets or as spaces for personal expression.
HGTV has not responded to Insider’s request for comment.
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