3J the Bright Side of Darkness – the Effect of Ambient Lighting on Information Search Behavior

Using data from a field study and an M-Turk experiment, we examine how ambient lighting affects preference for information search. Ambient darkness likely activates the concept of uncertainty (‘being in the dark’) that is compensated for through information search. However, this is contingent on the motivation to change the state.



Citation:

Nitisha Tomar and Akshaya Vijayalakshmi (2019) ,"3J the Bright Side of Darkness – the Effect of Ambient Lighting on Information Search Behavior", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 995-995.

Authors

Nitisha Tomar, University of Wisconsin - Madison, USA
Akshaya Vijayalakshmi, Indian Institute of Management Ahmedabad, India



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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