15-F: the Self-Regulatory Power of Environmental Lighting

The current research investigates the impacts of color temperature and its interaction with brightness on consumers’ self-control. The interaction of brightness and color temperature creates fluent (vs. disfluent) lighting condition that leads to less (vs. more) cognitively depleted mental state and consequentially enhances self-control.


Seo Yoon Kang, Nara Youn, and Heakyung Cecilia Yoon (2017) ,"15-F: the Self-Regulatory Power of Environmental Lighting", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1037-1037.


Seo Yoon Kang, Hongik University, Korea
Nara Youn, Hongik University, Korea
Heakyung Cecilia Yoon, Hongik University, Korea


NA - Advances in Consumer Research Volume 45 | 2017

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