Choosing in the Dark: Effects of Ambient Light on Consumer Choices

Five experiments show that ambient light intensity influences consumer product choices. Specifically, in dim (bright) lighting, consumers tend to prefer vices (virtues). In the context of food choices, hunger moderates these effects, and process evidence suggests that reduced mental alertness in dim lighting may be driving preferences for vices.


Dipayan Biswas, Courtney Szocs, and Donald Lehmann (2013) ,"Choosing in the Dark: Effects of Ambient Light on Consumer Choices", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 308-309.


Dipayan Biswas, University of South Florida, USA
Courtney Szocs, University of South Florida, USA
Donald Lehmann, Columbia University, USA


E - European Advances in Consumer Research Volume 10 | 2013

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