Dimming the Light Offers a Creative Lens: the Impact of Ambient Illuminance on Creativity Assessment

This research examines the effect of ambient illuminance on consumers’ creativity assessment. We propose that under dim (vs. bright) illuminance, consumers experience reduced inhibition, which subsequently leads to higher creativity ratings to the assessment targets. The hypotheses were tested across three studies.


Chen Wang, Ravi Mehta, Rui (Juliet) Zhu, and Jennifer Argo (2018) ,"Dimming the Light Offers a Creative Lens: the Impact of Ambient Illuminance on Creativity Assessment", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 839-840.


Chen Wang, Drexel University, USA
Ravi Mehta, University of Illinois at Urbana-Champaign, USA
Rui (Juliet) Zhu, Cheung Kong Graduate School of Business, China
Jennifer Argo, University of Alberta, Canada


NA - Advances in Consumer Research Volume 46 | 2018

Share Proceeding

Featured papers

See More


Scope Insensitivity in Debt Repayment

Daniel Mochon, Tulane University, USA
Nina Mazar, Boston University, USA
Dan Ariely, Duke University, USA

Read More


G9. The Voice From Afar: How Reverberation Affects Consumer Cognition

Johann Melzner, New York University, USA
Jochim Hansen, University of Salzburg

Read More


Testing Theories of Goal Progress within Online Learning

Tong Lu, University of Pennsylvania, USA
Eric Bradlow, University of Pennsylvania, USA
Wesley Hutchinson, University of Pennsylvania, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.