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An exploratory study of retail lighting with continuous modulation of color rendering properties to influence shoppers' spatial range of browsing

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  • Laski, Joseph
  • Brunault, Charles A.
  • Schmidt, Rebecca
  • Ryu, Seung Cheol

Abstract

This study explores the possibility to dynamically modulate lighting spectra in a continuous manner such that luminous intensity remains constant but color rendering properties fluctuate as a function of time. The objective is for these changes to be subtle enough to not be consciously noticed by retail shoppers, but still stimulating enough so that colorful packaging designs will fluctuate in appearance so that shoppers' eyes may be subconsciously drawn randomly toward products just outside of a shopper's focus of attention. In this way, it is proposed that use of strategically modulated lighting conditions can, on average, increase shoppers' spatial range of browsing. An exploratory eye tracking study with 35 subjects was conducted. Results suggest a gender specific effect and demonstrate how lighting conditions can be used to partially neutralize this gender specific difference.

Suggested Citation

  • Laski, Joseph & Brunault, Charles A. & Schmidt, Rebecca & Ryu, Seung Cheol, 2020. "An exploratory study of retail lighting with continuous modulation of color rendering properties to influence shoppers' spatial range of browsing," Journal of Business Research, Elsevier, vol. 111(C), pages 148-162.
    • Handle: RePEc:eee:jbrese:v:111:y:2020:i:c:p:148-162
    DOI: 10.1016/j.jbusres.2018.10.032
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    References listed on IDEAS

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