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 |
| _version_ | 1826130393815842816 |
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| author | Huang, Irene Xun Dong, Ping Labroo, Aparna A. |
| author2 | Nanyang Business School |
| author_facet | Nanyang Business School Huang, Irene Xun Dong, Ping Labroo, Aparna A. |
| author_sort | Huang, Irene Xun |
| collection | NTU |
| description | 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 options because these choices reflect what they truly want (Study 1). Past research had suggested darkness increases hedonic choice by making choice less observable,
but we find this effect emerges even when the choice is already anonymous and darkness cannot further increase anonymity. Rather, feeling disconnected from others and less weight to social norms heightened self-authenticity in darker (vs. brighter) surroundings (Study 2). When consumers are reminded of social connection, this difference is attenuated (Study 3). Thus, consumers making hedonic choices regulate their choices when reminded of their social
connections. Implications of these findings and possible extensions are discussed. |
| first_indexed | 2024-10-01T07:55:45Z |
| format | Journal Article |
| id | ntu-10356/89732 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T07:55:45Z |
| publishDate | 2018 |
| record_format | dspace |
| spelling | ntu-10356/897322023-05-19T06:44:42Z Feeling disconnected from others : The effects of ambient darkness on hedonic choice Huang, Irene Xun Dong, Ping Labroo, Aparna A. Nanyang Business School Ambient Lighting Environmental Influence DRNTU::Business::Marketing 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 options because these choices reflect what they truly want (Study 1). Past research had suggested darkness increases hedonic choice by making choice less observable, but we find this effect emerges even when the choice is already anonymous and darkness cannot further increase anonymity. Rather, feeling disconnected from others and less weight to social norms heightened self-authenticity in darker (vs. brighter) surroundings (Study 2). When consumers are reminded of social connection, this difference is attenuated (Study 3). Thus, consumers making hedonic choices regulate their choices when reminded of their social connections. Implications of these findings and possible extensions are discussed. Accepted version 2018-10-24T02:09:17Z 2019-12-06T17:32:11Z 2018-10-24T02:09:17Z 2019-12-06T17:32:11Z 2018 Journal Article Huang, I. X., Dong, P., & Labroo, A. A. (2018). Feeling disconnected from others : The effects of ambient darkness on hedonic choice. International Journal of Research in Marketing, 35(1), 144-153. doi:10.1016/j.ijresmar.2017.12.005 0167-8116 https://hdl.handle.net/10356/89732 http://hdl.handle.net/10220/46406 10.1016/j.ijresmar.2017.12.005 en International Journal of Research in Marketing © 2018 Elsevier. This is the author created version of a work that has been peer reviewed and accepted for publication by International Journal of Research in Marketing, Elsevier. It incorporates referee’s comments but changes resulting from the publishing process, such as copyediting, structural formatting, may not be reflected in this document. The published version is available at: [http://dx.doi.org/10.1016/j.ijresmar.2017.12.005]. 34 p. application/pdf |
| spellingShingle | Ambient Lighting Environmental Influence DRNTU::Business::Marketing Huang, Irene Xun Dong, Ping Labroo, Aparna A. Feeling disconnected from others : The effects of ambient darkness on hedonic choice |
| title | Feeling disconnected from others : The effects of ambient darkness on hedonic choice |
| title_full | Feeling disconnected from others : The effects of ambient darkness on hedonic choice |
| title_fullStr | Feeling disconnected from others : The effects of ambient darkness on hedonic choice |
| title_full_unstemmed | Feeling disconnected from others : The effects of ambient darkness on hedonic choice |
| title_short | Feeling disconnected from others : The effects of ambient darkness on hedonic choice |
| title_sort | feeling disconnected from others the effects of ambient darkness on hedonic choice |
| topic | Ambient Lighting Environmental Influence DRNTU::Business::Marketing |
| url | https://hdl.handle.net/10356/89732 http://hdl.handle.net/10220/46406 |
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