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Less light, better bite: How ambient lighting influences taste perceptions

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  • Lefebvre, Sarah
  • Hasford, Jonathan
  • Boman, Laura

Abstract

Atmospheric factors within a retail environment provide efficient and effective methods for influencing customer behavior. Drawing on the concept of sensory compensation, this research investigates how ambient lighting influences taste perceptions. Three studies demonstrate that dim lighting enhances taste perceptions. The results of Studies 1a and 1b provide support that low lighting positively influences consumers' perceived taste of single taste dimension foods (e.g., sweet). Study 2 shows the number of taste dimensions (e.g., sweet vs. sweet and salty) stimulated serves as a boundary condition, attenuating the significant effect of dim lighting on taste perceptions.

Suggested Citation

  • Lefebvre, Sarah & Hasford, Jonathan & Boman, Laura, 2022. "Less light, better bite: How ambient lighting influences taste perceptions," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    • Handle: RePEc:eee:joreco:v:65:y:2022:i:c:s0969698921002988
    DOI: 10.1016/j.jretconser.2021.102732
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    References listed on IDEAS

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    Cited by:

    1. Orlowski, Marissa & Lefebvre, Sarah & Back, Robin M., 2022. "Thinking outside the bottle: Effects of alternative wine packaging," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).

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