Tuesday, April 1, 2014

Bright lights sell

In a recent study in the Journal of Consumer Psychology, it was suggested that bright lighting meant warmth---which intensified reactions both positive and negative.

You know--how a sunny day can lift your mood?

In an emotional meeting, dimming the lights somewhat can keep it calm.

These experiments were done at the Rotman School of Management in Toronto. With lights bright and dim, the different groups evaluated everything from sauce to juice to TV commercials.

The specier sauces won in the lighted rooms. Brightness also increased the impression of aggressiveness and sexiness of others.

Soooo....also they wondered whether one's feelings of warmth went the other way--making the room look brighter.

At that point, I wondered what the heck they were measuring.

The general idea, however, could be useful in some situations.

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