Lighting and Perceived Temperature: Energy-Saving Levers to Improve Store Evaluations?

Light intensity and thermal conditions have energy savings implications. Based on environmental psychology, ergonomics and in-store environment research, this study analyzes the direct and interaction effects of lighting and perceived temperature on store evaluations. Three evaluative dimensions emerged from the factor analysis: stimulation, upmarket positioning and relaxation. A 2 x 2 x 3 experiment (lighting x perceived temperature x retail outlet) shows that lighting and its interaction with perceived temperature influence stimulation and upmarket positioning. Perceived temperature has a direct impact on stimulation. The type of retail outlet (jeans, books, and furniture) affects stimulation, upmarket positioning and relaxation.



Citation:

Gwenaëlle Briand and Bernard Pras (2010) ,"Lighting and Perceived Temperature: Energy-Saving Levers to Improve Store Evaluations?", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 312-318 .

Authors

Gwenaëlle Briand, University of Paris Dauphine, France
Bernard Pras, University of Paris Dauphine, and ESSEC Business School, France



Volume

NA - Advances in Consumer Research Volume 37 | 2010



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