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Dim or Bright? The Impact of Ambient Illuminance on Consumer Response to Innovative Solutions

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  • Chen Wang
  • Ravi Mehta
  • Rui (Juliet) Zhu
  • Jennifer J. Argo

Abstract

Innovative solutions are flourishing in today’s consumption environment. Yet responding positively to innovation has proved difficult for consumers. Little is known about whether subtle contextual cues play a role in shaping a positive consumer response. This research examines the effect of ambient illuminance on consumer response to innovative solutions. We propose that dim (vs. bright) illuminance enhances consumers’ positive response. This is predicted to occur because dim illuminance reduces their inhibition, which in turn encourages them to respond positively to innovative solutions. The results from three laboratory studies provide support for the thesis. The findings suggest a cost-effective and easy-to-manage approach—namely, dimming the light—as a powerful tool to enhance consumers’ response to innovative solutions.

Suggested Citation

  • Chen Wang & Ravi Mehta & Rui (Juliet) Zhu & Jennifer J. Argo, 2019. "Dim or Bright? The Impact of Ambient Illuminance on Consumer Response to Innovative Solutions," Journal of the Association for Consumer Research, University of Chicago Press, vol. 4(3), pages 293-303.
    • Handle: RePEc:ucp:jacres:doi:10.1086/703486
    DOI: 10.1086/703486
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    Cited by:

    1. Xu, Lidan & Mehta, Ravi & Hoegg, JoAndrea, 2022. "Sweet ideas: How the sensory experience of sweetness impacts creativity," Organizational Behavior and Human Decision Processes, Elsevier, vol. 172(C).
    2. Laurent Busca & Julien Grobert & Cyrielle Vellera, 2021. "Effect of congruent scent diffusion on individual creative fluidity: Mental imagery instruction and iconic stimulus as possible moderators," Post-Print hal-03256558, HAL.

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