Color Temperature of Environmental Lighting and Conformity

This research investigates the effect of color temperature on preferences for conformity. Through three studies, we show that exposures to cool (vs. warm) color temperature of environmental lighting increase perceived environmental threat and feelings of powerlessness, which in turn elevated preferences for conformity.


Seo Yoon Kang and Nara Youn (2018) ,"Color Temperature of Environmental Lighting and Conformity", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 285-285.


Seo Yoon Kang, Hongik University, South Korea
Nara Youn, Hongik University, South Korea


E - European Advances in Consumer Research Volume 11 | 2018

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