Dim Or Bright? the Influence of Illuminance on Creativity

Chen Wang, University of British Columbia, Canada
Ravi Mehta, University of British Columbia, Canada
Rui (Juliet) Zhu, University of British Columbia, Canada
Jennifer Argo, University of Alberta, Canada
This research studies the effect of alternate levels of ambient illuminance on consumers’ creative performance. Across four experiments, we demonstrate that a dim (versus bright) ambience reduces individuals’ inhibition, which leads to relational processing and subsequently results in heightened creativity.
[ to cite ]:
Chen Wang, Ravi Mehta, Rui (Juliet) Zhu, and Jennifer Argo (2011) ,"Dim Or Bright? the Influence of Illuminance on Creativity", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 57-58.