Feeling disconnected from others : The effects of ambient darkness on hedonic choice

• Main Authors: Huang, Irene Xun, Dong, Ping, Labroo, Aparna A.
• Other Authors: Nanyang Business School
• Format: Article
• Language: English
• Published: 2018
• Subjects: Ambient Lighting; Environmental Influence; DRNTU::Business::Marketing
• Online Access: https://hdl.handle.net/10356/89732; http://hdl.handle.net/10220/46406
• Institution: Nanyang Technological University

This research documents a novel effect of ambient lighting on consumer choice. We propose and find that ambient darkness (vs. brightness) can result in consumers feeling disconnected from others. As a result, consumers become more authentic in their choices and they choose hedonic over utilitarian options because these choices reflect what they truly want (Study 1). Past research had suggested darkness increases hedonic choice by making choice less observable, but we find this effect emerges even when the choice is already anonymous and darkness cannot further increase anonymity. Rather, feeling disconnected from others and less weight to social norms heightened self-authenticity in darker (vs. brighter) surroundings (Study 2). When consumers are reminded of social connection, this difference is attenuated (Study 3). Thus, consumers making hedonic choices regulate their choices when reminded of their social connections. Implications of these findings and possible extensions are discussed.