IDEAS home Printed from https://ideas.repec.org/a/eee/ijrema/v41y2024i4p596-615.html
   My bibliography  Save this article

Curiosity under bright light: The influence of bright lighting on new product adoption

Author

Listed:
  • Zhang, Yu
  • Xia, Lan
  • Du, Jiangang
  • Zhao, Min

Abstract

This paper examines the effect of lighting conditions in the decision environment on new product adoption. Drawing on prior research, we propose that bright lighting evokes a desire to explore, which is echoed by the novel target for exploration offered by a new product. This match between desire to explore and target for exploration results in high curiosity toward the new product and leads to greater new product adoption. We provide robust evidence to support the positive effect of bright lighting on new product adoption across six studies and confirm the mediating role of new product curiosity. We identify the level of product novelty as a boundary condition of this effect. Specifically, the positive effect of bright lighting is realized when the product novelty is high, and it is attenuated or even reversed when the product novelty is low. These findings contribute to the literature on new product adoption and the effect of atmospherics on decision-making, offering readily applicable implications for marketing managers in designing retail atmospheres and promoting new products.

Suggested Citation

  • Zhang, Yu & Xia, Lan & Du, Jiangang & Zhao, Min, 2024. "Curiosity under bright light: The influence of bright lighting on new product adoption," International Journal of Research in Marketing, Elsevier, vol. 41(4), pages 596-615.
    • Handle: RePEc:eee:ijrema:v:41:y:2024:i:4:p:596-615
    DOI: 10.1016/j.ijresmar.2024.04.005
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0167811624000247
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.ijresmar.2024.04.005?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Moreau, C Page & Markman, Arthur B & Lehmann, Donald R, 2001. ""What Is It?" Categorization Flexibility and Consumers' Responses to Really New Products," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 27(4), pages 489-498, March.
    2. Theodore J. Noseworthy & Fabrizio Di Muro & Kyle B. Murray, 2014. "The Role of Arousal in Congruity-Based Product Evaluation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(4), pages 1108-1126.
    3. Min Zhao & Darren W. Dahl & Steve Hoeffler, 2014. "Optimal Visualization Aids and Temporal Framing for New Products," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(4), pages 1137-1151.
    4. Kuester, Sabine & Homburg, Christian & Hildesheim, Andreas, 2017. "The catbird seat of the sales force: How sales force integration leads to new product success," International Journal of Research in Marketing, Elsevier, vol. 34(2), pages 462-479.
    5. Kyra L Wiggin & Martin Reimann & Shailendra P Jain & Darren W Dahl & Margaret C Campbell & Paul M Herr, 2019. "Curiosity Tempts Indulgence," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 45(6), pages 1194-1212.
    6. Gregan-Paxton, Jennifer & John, Deborah Roedder, 1997. "Consumer Learning by Analogy: A Model of Internal Knowledge Transfer," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(3), pages 266-284, December.
    7. Theodore J. Noseworthy & Fabrizio Di Muro & Kyle B. Murray, 2014. "The Role of Arousal in Congruity-Based Product Evaluation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(4), pages 1108-1126.
    8. Hill, Krista M. & Fombelle, Paul W. & Sirianni, Nancy J., 2016. "Shopping under the influence of curiosity: How retailers use mystery to drive purchase motivation," Journal of Business Research, Elsevier, vol. 69(3), pages 1028-1034.
    9. Min Zhao & Darren W. Dahl & Steve Hoeffler, 2014. "Optimal Visualization Aids and Temporal Framing for New Products," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(4), pages 1137-1151.
    10. Aradhna Krishna & May O. Lwin & Maureen Morrin, 2010. "Product Scent and Memory," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(1), pages 57-67, June.
    11. Joshua J. Clarkson & Chris Janiszewski & Melissa D. Cinelli, 2013. "The Desire for Consumption Knowledge," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(6), pages 1313-1329.
    12. Richard, Marie-Odile & Chebat, Jean-Charles, 2016. "Modeling online consumer behavior: Preeminence of emotions and moderating influences of need for cognition and optimal stimulation level," Journal of Business Research, Elsevier, vol. 69(2), pages 541-553.
    13. Meyers-Levy, Joan & Tybout, Alice M, 1989. "Schema Congruity as a Basis for Product Evaluation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(1), pages 39-54, June.
    14. Summers, Teresa A. & Hebert, Paulette R., 2001. "Shedding some light on store atmospherics: influence of illumination on consumer behavior," Journal of Business Research, Elsevier, vol. 54(2), pages 145-150, November.
    15. Richins, Marsha L, 1997. "Measuring Emotions in the Consumption Experience," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(2), pages 127-146, September.
    16. Wang, Xingyuan & Liu, Yun & Wang, Shuyang & Chen, Haipeng (Allan), 2022. "Keep it vague? New product preannouncement, regulatory focus, and word-of-mouth," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    17. Bearden, William O & Hardesty, David M & Rose, Randall L, 2001. "Consumer Self-Confidence: Refinements in Conceptualization and Measurement," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(1), pages 121-134, June.
    18. Susan Jung Grant & Alice M. Tybout, 2008. "The Effect of Temporal Frame on Information Considered in New Product Evaluation: The Role of Uncertainty," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(6), pages 897-913, February.
    19. Ravi Mehta & Rui (Juliet) Zhu & Amar Cheema, 2012. "Is Noise Always Bad? Exploring the Effects of Ambient Noise on Creative Cognition," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(4), pages 784-799.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Paape, Vanessa Isabel, 2022. "The Hidden Influence of Cognitive Processing Style on Consumers' Intention to Adopt Innovative Products," Junior Management Science (JUMS), Junior Management Science e. V., vol. 7(1), pages 112-133.
    2. Huang, Qian & Chen, Juan & Li, Ruoxi & Liu, Jingtong, 2024. "Experiencing awe, engaging in extreme sports: Incidental awe as an effective promoter for extreme sports engagement," Journal of Business Research, Elsevier, vol. 170(C).
    3. Ethan Pancer & Lindsay McShane & Theodore J. Noseworthy, 2017. "Isolated Environmental Cues and Product Efficacy Penalties: The Color Green and Eco-labels," Journal of Business Ethics, Springer, vol. 143(1), pages 159-177, June.
    4. Gerrath, Maximilian H.E.E. & Biraglia, Alessandro, 2021. "How less congruent new products drive brand engagement: The role of curiosity," Journal of Business Research, Elsevier, vol. 127(C), pages 13-24.
    5. Gao, Xin & De Hooge, Ilona E. & Fischer, Arnout R.H., 2022. "Something underneath? Using a within-subjects design to examine schema congruity theory at an individual level," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    6. Philp, Matthew & Mantonakis, Antonia, 2020. "Guiding the consumer evaluation process and the probability of order-effects-in-choice," Journal of Business Research, Elsevier, vol. 112(C), pages 13-22.
    7. Anne Hamby & Cristel Russell, 2022. "How does ambivalence affect young consumers’ response to risky products?," Journal of the Academy of Marketing Science, Springer, vol. 50(4), pages 841-863, July.
    8. Jean-Charles Pillet & Federico Pigni & Claudio Vitari, 2017. "Learning About Ambiguous Technologies: Conceptualization And Research Agenda," Post-Print halshs-01923653, HAL.
    9. Dean C. H. Wilkie & Lester W. Johnson & Wynne W. Chin, 2018. "Does the type of attribute matter? Examining whether underlying factors explain product attribute preference," Journal of Brand Management, Palgrave Macmillan, vol. 25(4), pages 305-321, July.
    10. Guitart, Ivan A. & Hervet, Guillaume, 2017. "The impact of contextual television ads on online conversions: An application in the insurance industry," International Journal of Research in Marketing, Elsevier, vol. 34(2), pages 480-498.
    11. Shin, Eonyou & Lee, Jung Eun, 2021. "What makes consumers purchase apparel products through social shopping services that social media fashion influencers have worn?," Journal of Business Research, Elsevier, vol. 132(C), pages 416-428.
    12. Aleksandra Kovacheva & Hristina Nikolova, 2024. "Uncertainty marketing tactics: An overview and a unifying framework," Journal of the Academy of Marketing Science, Springer, vol. 52(1), pages 1-22, January.
    13. Theodore J Noseworthy & Kyle B Murray & Fabrizio Di Muro & Gita JoharEditor & Page MoreauAssociate Editor, 2018. "When Two Wrongs Make a Right: Using Conjunctive Enablers to Enhance Evaluations for Extremely Incongruent New Products," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(6), pages 1379-1396.
    14. Violina P. Rindova & Antoaneta P. Petkova, 2007. "When Is a New Thing a Good Thing? Technological Change, Product Form Design, and Perceptions of Value for Product Innovations," Organization Science, INFORMS, vol. 18(2), pages 217-232, April.
    15. Kim, Joonkyung & Zhao, Min & Soman, Dilip, 2023. "Converging vs diverging: The effect of visual representation of goal structure on financial decisions," International Journal of Research in Marketing, Elsevier, vol. 40(2), pages 362-377.
    16. Li, Wenjing & Hardesty, David M. & Craig, Adam W. & Song, Lei, 2022. "Hidden price promotions: Could retailer price promotions backfire?," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    17. Halkin Andrii, 2020. "Assessing the Utility of Retailer Based on Generalized Costs of End-Consumers," Foundations of Management, Sciendo, vol. 12(1), pages 31-42, January.
    18. Adam, Marc T.P. & Astor, Philipp J. & Krämer, Jan, 2016. "Affective Images, Emotion Regulation and Bidding Behavior: An Experiment on the Influence of Competition and Community Emotions in Internet Auctions," Journal of Interactive Marketing, Elsevier, vol. 35(C), pages 56-69.
    19. Bong-Goon Seo & Do-Hyung Park, 2020. "The Effective Type of Information Categorization in Online Curation Service Depending on Psychological Ownership," Sustainability, MDPI, vol. 12(8), pages 1-13, April.
    20. Kyra L Wiggin & Martin Reimann & Shailendra P Jain & Darren W Dahl & Margaret C Campbell & Paul M Herr, 2019. "Curiosity Tempts Indulgence," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 45(6), pages 1194-1212.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:ijrema:v:41:y:2024:i:4:p:596-615. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/international-journal-of-research-in-marketing/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.