Lighting and Perceived Temperature: Energy-Saving Levers to Improve Store Evaluations?

Gwenaëlle Briand, University of Paris Dauphine, France
Bernard Pras, University of Paris Dauphine, and ESSEC Business School, France
Light intensity and thermal conditions have energy savings implications. Based on environmental psychology, ergonomics and in-store environment research, this study analyzes the direct and interaction effects of lighting and perceived temperature on store evaluations. Three evaluative dimensions emerged from the factor analysis: stimulation, upmarket positioning and relaxation. A 2 x 2 x 3 experiment (lighting x perceived temperature x retail outlet) shows that lighting and its interaction with perceived temperature influence stimulation and upmarket positioning. Perceived temperature has a direct impact on stimulation. The type of retail outlet (jeans, books, and furniture) affects stimulation, upmarket positioning and relaxation.
[ to cite ]:
Gwenaëlle Briand and Bernard Pras (2010) ,"Lighting and Perceived Temperature: Energy-Saving Levers to Improve Store Evaluations?", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 312-318 .