Psychology is the study of things that impact people's thought and behavior. We rarely think of the floor as anything other than something that holds us off the ground, if indeed we think of the floor at all. Seldom would we actually think of the floor as a medium that presents a communication opportunity. However, many of us will recall the old mats that greeted us at every storefront advertising soft drinks or other merchandise. In their traditional manifestation, floor mats hardly impact our lives in any meaningful psychological sense - and that is what makes this subject rather counter intuitive. ~ by Joseph S. King Ph.D.