Effect of lighting on self-awareness and sensation.

• Main Authors: Zheng, Li Peng., Ng, Sim Hui., Chua, Hui Mei.
• Other Authors: Lam Shun Yin
• Format: Final Year Project
• Language: English
• Published: 2010
• Subjects: DRNTU::Business::Marketing::Consumer behaviour
• Online Access: http://hdl.handle.net/10356/21226
• Institution: Nanyang Technological University

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.