Effect of lighting on self-awareness and sensation.
Although research on self-awareness and its effects have been gaining popularity in recent years, not much is explored in the area on the antecedents of self-awareness. In the retail environment, manipulation of self-awareness has an important implication to managers as it affects consumers’ beha...
Saved in:
| Main Authors: | , , |
|---|---|
| Other Authors: | |
| Format: | Final Year Project |
| Language: | English |
| Published: |
2010
|
| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/21226 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Institution: | Nanyang Technological University |
| Language: | English |
| Summary: | Although research on self-awareness and its effects have been gaining popularity
in recent years, not much is explored in the area on the antecedents of self-awareness.
In the retail environment, manipulation of self-awareness has an important implication
to managers as it affects consumers’ behaviour and perception. This study first seeks to
explore light as an antecedent of self-awareness, an area not well researched on in the
previous studies.
Based on self-awareness theories, the authors delineate the present gap between
self-awareness and sensation, and hypothesize that self-awareness has an effect on
consumers’ sensory experience. This relationship is explored by using light to
manipulate self-awareness which in turn affects taste sensation. In this study, the
significant interaction effect between gender and lighting condition on intensity of
sensation was found. Significant results were also found for the main hypotheses for
females. |
|---|