The Darkness Effect: the Effect of Lighting Conditions on Self-Control

Jorge Pena Marin, University of Texas at San Antonio, USA
Ashley Rae, University of Texas at San Antonio, USA
L. J. Shrum, HEC Paris, France
The current research examines whether ambient lighting (brighter vs. darker) impacts self-control. Two studies showed that participants who completed the study in darker conditions ate more indulgent snacks (cookies, M&Ms) than did those in lighter conditions. Potential underlying mechanisms for this effect are discussed.
[ to cite ]:
Jorge Pena Marin, Ashley Rae, and L. J. Shrum (2013) ,"The Darkness Effect: the Effect of Lighting Conditions on Self-Control", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.