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1、ShiningLightonAtmosphericsHowAmbientLightIn?uencesFoodChoices1:ConceptualBackground2:Fivestudies3:GeneralDiscussion4:LimitationandFurtherResearch5:ManagerialandConsumerImplicationsContentPart1ConceptualBackgroundAPriorResearchesTheResearchAmbientLightingandBehavior1：
2、examiningtheeffectsofambientlighthasfocusedonissuesotherthanchoice2：consumptionvolumewashigherwhenparticipantsateintheabsenceoflight(intotaldarkness)thaninthepresenceoflight.3：theeffectsoflightonconsumers’wallcolorperceptionsandsubsequentproductevaluations.Ambientlig
3、htluminancelevelanditspotentialeffectsonchoicesinvolvinghealthyandunhealthyitems.BMakingChoicesBetweenHealthyandUnhealthyOptionsaffective/hedonic(i.e.,unhealthyoptions)short-termbene?tsintermsoftaste/pleasurecognitive/utilitariandimensions(i.e.,healthyoptions)long-te
4、rmbene?tsintermsofhealth/well-beingVSCAmbientLightandMentalAlertness1:Sleepresearchandergonomicsresearchhaveshownthatbrightlightingenhancesmentalalertnessandtaskperformance2:Ambientlightin?uencesphysiologicalreactionswhicharecorrelatedwithalertnesslevels3:Apositivere
5、lationshipbetweenmentalalertness,attention,andcognitiveperformance:Indim(vs.bright)ambientlight,consumerswillbelessalertmentallyandthuswillexertreducedcognitiveprocessingwhenchoosingbetweenthehealthyandunhealthyfoodoptions.H1:Whengivenachoicebetweenhealthyandunhealth
6、yoptions,consumershavegreaterpreferenceforhealthyoptionswhenambientlightluminanceisbright(vs.dim).DAmbientLight,Self-PresentationFocusandInhibitionSelf-presentationisenhancedinthepresenceofbrightlight.——consistentwithH1’sprediction.Consumerdecisionmakingtendstobemore
7、disinhibitedindim(vs.bright)ambientlight.——makesimilarpredictionsasH1.Reducedmentalalertnesscanleadtodisinhibition.Self-presentationfocusin?uencesinhibition.——H1predictshigherpreferenceforthehealthieroptionwhenambientlightisbright(vs.dim)Part2FiveStudiesFourdifferent
8、locationsofarestaurantchain6~8P.MStudy1A:HowAmbientLightInfluencesFoodOrderinginRestaurantChainsTowdim(25lux)VSTwobright(250lux)160
