Lighting up your product!

The influence of retail lighting on product perception

Poster (2017)

Authors

M.E.H. Creusen Responsible Marketing and Consumer Behavior
S.C. Pont Human Information Communication Design - IDE
J.P.L. Schoormans Responsible Marketing and Consumer Behavior
Research Group
Responsible Marketing and Consumer Behavior
Copyright: © 2017 M.E.H. Creusen, S.C. Pont, J.P.L. Schoormans
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Published Date

2017

Language

English

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Research Group

Responsible Marketing and Consumer Behavior

Abstract

This research is one of the first attempts to shed light on the influence of different lighting characteristics on consumer product perception. Study 1 looked at the influence of light level (i.e., brightness) and color temperature on consumer perception of a sneaker and a toaster. Study 2 assessed the influence of light diffuseness on consumer perception of two coffee makers with respectively matte and shiny metal details. The effect of these lighting characteristics on consumer perception of aesthetic and symbolic product value, ease-in-use, functional value and quality was investigated. All three lighting characteristics had an effect on consumer perception of one or more types of product value. A combination of a low light level, cool color temperature and diffuse lighting seems preferable. Generalizability of these results for different types of products and for an online retail environment are issues for future research.

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