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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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