The Effect of Processing Modes and Lighting Types on Shoppers’ Engagement in a Store

The effectiveness of lighting type (holistic vs. focused) was examined in relation to its fit with shoppers’ processing mode in attentional scope. Five experiments demonstrated the contingency of lighting effectiveness on a dominant processing mode activated in a given moment and the underlying mechanism for fit effect.


Hyunjoo Oh, Chris Janiszewski, Eunsoo Baek, Ho Jung Choo, and So-yeon Yoon (2016) ,"The Effect of Processing Modes and Lighting Types on Shoppers’ Engagement in a Store", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 570-571.


Hyunjoo Oh, University of Florida, USA
Chris Janiszewski, University of Florida, USA
Eunsoo Baek, Seoul National University, USA
Ho Jung Choo, Seoul National University, USA
So-yeon Yoon, Cornell University, USA


NA - Advances in Consumer Research Volume 44 | 2016

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