Curiosity Under Bright Light: the Influence of Lighting Conditions on Innovative Product Adoption

Yu Zhang, Nankai University, China
Lan Xia, Bentley University, USA
Jiangang Du, Nankai University, China
This paper examines the effect of lighting conditions on evaluation and purchase intention of innovative products. Four studies showed that consumers in a bright environment are more likely to adopt new products than those in the dark environment, with curiosity mediating the effect. And the effect is moderated by loneliness.
[ to cite ]:
Yu Zhang, Lan Xia, and Jiangang Du (2016) ,"Curiosity Under Bright Light: the Influence of Lighting Conditions on Innovative Product Adoption", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 767-767.