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 o...