Drawn to the Light: Loneliness Predicts a Preference For Products in Brightness But Not Darkness

Research across 5 studies showed that lonely people prefer products presented with bright versus dark ambient lighting, and that negative feelings towards the products, which occur through an automatic information processing route, mediate this effect. The effect of loneliness on product preference only occurs when the product has self-reference salience.


Yanan Wang and Fuschia Sirois (2016) ,"Drawn to the Light: Loneliness Predicts a Preference For Products in Brightness But Not Darkness", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 670-672.


Yanan Wang, Bishop`s University, Canada
Fuschia Sirois, University of Sheffield, UK


NA - Advances in Consumer Research Volume 44 | 2016

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