Going My Way? the Effect of Perceived Lighting on Perceptions of Provision and Elimination

This research demonstrates the interaction effect between lighting directionality in advertising and packaging and perceived effectiveness of provision and elimination properties associated to products. We find that products that are intended to provide benefits (eliminate issues) are preferred when light appears to be coming from above (below) in marketing appeals.


Kevin L. Sample and Julio Sevilla (2019) ,"Going My Way? the Effect of Perceived Lighting on Perceptions of Provision and Elimination", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 57-61.


Kevin L. Sample, University of Georgia, USA
Julio Sevilla, University of Georgia, USA


NA - Advances in Consumer Research Volume 47 | 2019

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