Shedding Light on the Influence of Illumination on Social Behaviors

Three studies provide empirical evidence that illumination affects social behaviors. We find that participants in bright (versus dim) settings demonstrate greater consideration of others’ opinions, needs, rights and viewpoints; public self-consciousness mediates the effect of illumination on social behaviors; and the effect is reversed when social desirability is not relevant.


Sina Esteky, David Wooten, and Maarten Bos (2016) ,"Shedding Light on the Influence of Illumination on Social Behaviors", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 730-730.


Sina Esteky, University of Michigan, USA
David Wooten, University of Michigan, USA
Maarten Bos, Disney Research Pittsburgh, USA


NA - Advances in Consumer Research Volume 44 | 2016

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