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
The Re-Mediation of Consumer/Brand Relationships Through Voice Shopping: The Case of Amazon Echo
Johanna Franziska Gollnhofer, University of Southern Denmark, Denmark
B6. A Study About the Moderator Effect of the Information Trust in the Relationships Between the Users´ Participation in Virtual Communities and the Benefits Obtained.
Sara Campo, Autonomous University of Madrid
Jano Jiménez, Autonomous University of Madrid
Natalia Rubio, Universidad Autónoma of Madrid
Nieves Villaseñor, Universidad Autónoma of Madrid
Mªjesus Yague, Universidad Autónoma of Madrid
When High-End Designers Partner With Low-Cost Retailers: Bridging the Access Gap
Gabriel E. Gonzales, Pennsylvania State University, USA
Johanna Slot, Pennsylvania State University, USA
Margaret Meloy, Pennsylvania State University, USA