15-F: the Self-Regulatory Power of Environmental Lighting

Seo Yoon Kang, Hongik University, Korea
Nara Youn, Hongik University, Korea
Heakyung Cecilia Yoon, Hongik University, Korea
The current research investigates the impacts of color temperature and its interaction with brightness on consumers’ self-control. The interaction of brightness and color temperature creates fluent (vs. disfluent) lighting condition that leads to less (vs. more) cognitively depleted mental state and consequentially enhances self-control.
[ to cite ]:
Seo Yoon Kang, Nara Youn, and Heakyung Cecilia Yoon (2017) ,"15-F: the Self-Regulatory Power of Environmental Lighting", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1037-1037.