I13. Ambient Light, Gender, and Creativity

The findings of our experiment demonstrate that females are more creative with bright (vs. dim) ambient light while males are more creative with dim (vs. bright) ambient light. The findings of our research also help in resolving the inconsistency in the prior literature for effects of ambient light on creativity.



Citation:

Courtney Szocs, Franziska Metz, and Dipayan Biswas (2018) ,"I13. Ambient Light, Gender, and Creativity", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 929-929.

Authors

Courtney Szocs, Louisiana State University, USA
Franziska Metz, EBS
Dipayan Biswas, University of South Florida, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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