Ray of Hope: Hopelessness Increases Preferences For Brighter Lighting

Common parlance such as “ray of hope” depicts a possible association between hope and the perception of brightness. We find that hopelessness indeed leads to reduced visual light perception, which motivates consumers to seek greater ambient brightness and can potentially increase electricity consumption. The reverse of the effect also holds.


Ping Dong, Xun (Irene) Huang, and Chen-Bo Zhong (2014) ,"Ray of Hope: Hopelessness Increases Preferences For Brighter Lighting", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 460-461.


Ping Dong, University of Toronto, Canada
Xun (Irene) Huang, Sun Yat-sen University, China
Chen-Bo Zhong, University of Toronto, Canada


NA - Advances in Consumer Research Volume 42 | 2014

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