IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v111y2020icp148-162.html
   My bibliography  Save this article

An exploratory study of retail lighting with continuous modulation of color rendering properties to influence shoppers' spatial range of browsing

Author

Listed:
  • Laski, Joseph
  • Brunault, Charles A.
  • Schmidt, Rebecca
  • Ryu, Seung Cheol

Abstract

This study explores the possibility to dynamically modulate lighting spectra in a continuous manner such that luminous intensity remains constant but color rendering properties fluctuate as a function of time. The objective is for these changes to be subtle enough to not be consciously noticed by retail shoppers, but still stimulating enough so that colorful packaging designs will fluctuate in appearance so that shoppers' eyes may be subconsciously drawn randomly toward products just outside of a shopper's focus of attention. In this way, it is proposed that use of strategically modulated lighting conditions can, on average, increase shoppers' spatial range of browsing. An exploratory eye tracking study with 35 subjects was conducted. Results suggest a gender specific effect and demonstrate how lighting conditions can be used to partially neutralize this gender specific difference.

Suggested Citation

  • Laski, Joseph & Brunault, Charles A. & Schmidt, Rebecca & Ryu, Seung Cheol, 2020. "An exploratory study of retail lighting with continuous modulation of color rendering properties to influence shoppers' spatial range of browsing," Journal of Business Research, Elsevier, vol. 111(C), pages 148-162.
    • Handle: RePEc:eee:jbrese:v:111:y:2020:i:c:p:148-162
    DOI: 10.1016/j.jbusres.2018.10.032
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296318305137
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2018.10.032?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Atalay , Selin & Onur Bodur , H. & Rasolofoarison , Dina, 2012. "Shining in the Center: Central Gaze Cascade Effect on Product Choice," HEC Research Papers Series 978, HEC Paris.
    2. Selin Atalay & H. Onur Bodur & Dina Rasolofoarison, 2012. "Shining in the Center: Central Gaze Cascade Effect on Product Choice," Post-Print hal-00758534, HAL.
    3. Berčík, Jakub & Horská, Elena & Wang, W.Y. Regina & Chen, Ying-Chun, 2015. "How can food retailing benefit from neuromarketing research: a case of various parameters of store illumination and consumer response," 143rd Joint EAAE/AAEA Seminar, March 25-27, 2015, Naples, Italy 202714, European Association of Agricultural Economists.
    4. van der Lans, Ralf & Pieters, Rik & Wedel, Michel, 2008. "Eye-Movement Analysis of Search Effectiveness," Journal of the American Statistical Association, American Statistical Association, vol. 103, pages 452-461, June.
    5. A. Selin Atalay & H. Onur Bodur & Dina Rasolofoarison, 2012. "Shining in the Center: Central Gaze Cascade Effect on Product Choice," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(4), pages 848-866.
    6. Ralf van der Lans & Michel Wedel, 2017. "Eye Movements During Search and Choice," International Series in Operations Research & Management Science, in: Berend Wierenga & Ralf van der Lans (ed.), Handbook of Marketing Decision Models, edition 2, chapter 0, pages 331-359, Springer.
    7. Russo, J Edward & Leclerc, France, 1994. "An Eye-Fixation Analysis of Choice Processes for Consumer Nondurables," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(2), pages 274-290, September.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Michel Wedel & Rik Pieters & Ralf Lans, 2023. "Modeling Eye Movements During Decision Making: A Review," Psychometrika, Springer;The Psychometric Society, vol. 88(2), pages 697-729, June.
    2. Zuschke, Nick, 2020. "An analysis of process-tracing research on consumer decision-making," Journal of Business Research, Elsevier, vol. 111(C), pages 305-320.
    3. Martinovici, A., 2019. "Revealing attention - how eye movements predict brand choice and moment of choice," Other publications TiSEM 7dca38a5-9f78-4aee-bd81-c, Tilburg University, School of Economics and Management.
    4. Milica Mormann & Tom Griffiths & Chris Janiszewski & J. Edward Russo & Anocha Aribarg & Nathaniel J. S. Ashby & Rajesh Bagchi & Sudeep Bhatia & Aleksandra Kovacheva & Martin Meissner & Kellen J. Mrkva, 2020. "Time to pay attention to attention: using attention-based process traces to better understand consumer decision-making," Marketing Letters, Springer, vol. 31(4), pages 381-392, December.
    5. Huddleston, Patricia T. & Behe, Bridget K. & Driesener, Carl & Minahan, S., 2018. "Inside-outside: Using eye-tracking to investigate search-choice processes in the retail environment," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 85-93.
    6. Yu, Junwei & Droulers, Olivier & Lacoste-Badie, Sophie, 2022. "Why display motion on packaging? The effect of implied motion on consumer behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    7. Husić-Mehmedović, Melika & Omeragić, Ismir & Batagelj, Zenel & Kolar, Tomaž, 2017. "Seeing is not necessarily liking: Advancing research on package design with eye-tracking," Journal of Business Research, Elsevier, vol. 80(C), pages 145-154.
    8. Roose, Gudrun & Vermeir, Iris, 2023. "Putting spatial product presentation cues on the map: Review and research directions," Journal of Business Research, Elsevier, vol. 155(PA).
    9. Nathaniel J.S. Ashby & Lukasz Walasek & Andreas Glöckner, 2015. "The effect of consumer ratings and attentional allocation on product valuations," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 10(2), pages 172-184, March.
    10. Savannah Wei Shi & Hai Che & Lang Jin, 2021. "Strategic Product Displays Across Different Assortment Levels," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 8(3), pages 84-101, September.
    11. Zuschke, Nick, 2020. "The impact of task complexity and task motivation on in-store marketing effectiveness: An eye tracking analysis," Journal of Business Research, Elsevier, vol. 116(C), pages 337-350.
    12. repec:cup:judgdm:v:10:y:2015:i:2:p:172-184 is not listed on IDEAS
    13. Nicole A Thomas & Rebekah Manning & Elizabeth J Saccone, 2019. "Left-handers know what’s left is right: Handedness and object affordance," PLOS ONE, Public Library of Science, vol. 14(7), pages 1-20, July.
    14. Huang, Bo & Juaneda, Carolane & Sénécal, Sylvain & Léger, Pierre-Majorique, 2021. "“Now You See Me”: The Attention-Grabbing Effect of Product Similarity and Proximity in Online Shopping," Journal of Interactive Marketing, Elsevier, vol. 54(C), pages 1-10.
    15. Sheng, Xiaojing & Felix, Reto & Saravade, Swapnil & Siguaw, Judy A. & Ketron, Seth C. & Krejtz, Krzysztof & Duchowski, Andrew T., 2020. "Sight unseen: The role of online security indicators in visual attention to online privacy information," Journal of Business Research, Elsevier, vol. 111(C), pages 218-240.
    16. Kremena Valkanova, 2024. "Markov Stochastic Choice," Papers 2410.22001, arXiv.org.
    17. Dellaert, B.G.C. & Johnson, E.J. & Baker, T., 2019. "Choice Architecture for Healthier Insurance Choices: Ordering and Partitioning Can Improve Decisions," ERIM Report Series Research in Management ERS-2019-008-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    18. Massara, Francesco & Porcheddu, Daniele & Melara, Robert D., 2014. "Asymmetric Perception of Sparse Shelves in Retail Displays," Journal of Retailing, Elsevier, vol. 90(3), pages 321-331.
    19. Iana A. Castro & Anuja Majmundar & Christine B. Williams & Barbara Baquero, 2018. "Customer Purchase Intentions and Choice in Food Retail Environments: A Scoping Review," IJERPH, MDPI, vol. 15(11), pages 1-19, November.
    20. Lacoste-Badie, Sophie & Gagnan, Arnaud Bigoin & Droulers, Olivier, 2020. "Front of pack symmetry influences visual attention," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    21. Maya Bar-Hillel, 2015. "Position Effects in Choice from Simultaneous Displays: A Conundrum Solved," Discussion Paper Series dp678, The Federmann Center for the Study of Rationality, the Hebrew University, Jerusalem.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:111:y:2020:i:c:p:148-162. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.