Feeling disconnected from others : The effects of ambient darkness on hedonic choice
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...
| Main Authors: | , , |
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| Other Authors: | |
| Format: | Journal Article |
| Language: | English |
| Published: |
2018
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| Subjects: | |
| Online Access: | https://hdl.handle.net/10356/89732 http://hdl.handle.net/10220/46406 |