The Effects of Ambient Light on Choices Between Virtues and Vices

Dipayan Biswas, University of South Florida, USA
Courtney Szocs, University of South Florida, USA
Donald Lehmann, Columbia University, USA
The results of five experiments demonstrate that consumers choose vices (e.g., unhealthy items) to a greater extent when making choices in rooms with lower (vs. higher) ambient light intensities. Process evidence suggests that this effect is due to reduced mental alertness under reduced ambient light intensity.
[ to cite ]:
Dipayan Biswas, Courtney Szocs, and Donald Lehmann (2013) ,"The Effects of Ambient Light on Choices Between Virtues and Vices", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.