The Effect of Light Contrast on Consumers' Preferences in a Retail Environment

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Material Information

Title:
The Effect of Light Contrast on Consumers' Preferences in a Retail Environment A Cross-Cultural Comparison
Physical Description:
1 online resource (142 p.)
Language:
english
Creator:
Le, Amanda B
Publisher:
University of Florida
Place of Publication:
Gainesville, Fla.
Publication Date:

Thesis/Dissertation Information

Degree:
Master's ( M.I.D.)
Degree Grantor:
University of Florida
Degree Disciplines:
Interior Design
Committee Chair:
PARK,NAM-KYU
Committee Co-Chair:
CARMEL-GILFILEN,CANDY N

Subjects

Subjects / Keywords:
atmospherics -- behavior -- consumer -- cross-cultural -- design -- kaplan -- lighting -- preference -- retail
Interior Design -- Dissertations, Academic -- UF
Genre:
Interior Design thesis, M.I.D.
bibliography   ( marcgt )
theses   ( marcgt )
government publication (state, provincial, terriorial, dependent)   ( marcgt )
born-digital   ( sobekcm )
Electronic Thesis or Dissertation

Notes

Abstract:
With the help of atmospherics, retail stores have since evolved from simply a place for shopping to a place for experiencing. Lighting is a key feature in creating an environment conducive to a positive consumer experience. Although many studies have explored the effects of retail lighting on consumer behaviors, few have examined how lighting enriches these spaces which in turn, affect consumers' emotional states, preferences and behaviors. Furthermore, cultural thinking styles have been recognized as an important factor that affects how people react to their environment, yet few have compared the differences between these cultural perceptions of lighting in a retail environment. Thus, this study merged the S-O-R model (Mehrabian & Russell, 1974) and the environmental preference theory (Kaplan & Kaplan, 1982) to explore the effects of two light contrasts (uniform and non-uniform) on American and Chinese consumers' lighting perceptions, emotional states (arousal and pleasure), behavioral intentions, attention, and lighting preferences. The research was conducted using four computer simulations of a boutique store, where the light contrast was the manipulated variable. The sample consisted of 222 participants (102 Americans and 120 Chinese), ranging from ages 18-35 years. All participants reported zero vision deficiencies and had no prior knowledge of lighting and design. They were asked to view one of the four randomly assigned scenes and complete a self-administered questionnaire that assessed the dependent variables of perception, emotional states, behavioral intentions, attention and preferences. The results indicated that light contrast had significant effects on the said variables. Overall, the uniform lighting was more arousing, pleasant and most preferred, and therefore was more favorable for shopping, spending money, and staying in the store. Additionally, the interaction of culture and light contrast revealed significant effects on lighting perception, arousal and light preference. Although the uniform lighting was generally more arousing and preferred within each group, a cross cultural comparison showed that the Americans perceived uniform lighting as more clear, interesting and arousing, and preferred it more than the Chinese. These findings provide further insight on the effects of lighting, particularly light contrast, in a retail environment. It can enhance a retailer's branding to set them apart from their competitors. It can also help designers create a tailored environment in hopes of eliciting positive experiences for the target consumer.
General Note:
In the series University of Florida Digital Collections.
General Note:
Includes vita.
Bibliography:
Includes bibliographical references.
Source of Description:
Description based on online resource; title from PDF title page.
Source of Description:
This bibliographic record is available under the Creative Commons CC0 public domain dedication. The University of Florida Libraries, as creator of this bibliographic record, has waived all rights to it worldwide under copyright law, including all related and neighboring rights, to the extent allowed by law.
Statement of Responsibility:
by Amanda B Le.
Thesis:
Thesis (M.I.D.)--University of Florida, 2014.
Local:
Adviser: PARK,NAM-KYU.
Local:
Co-adviser: CARMEL-GILFILEN,CANDY N.
Electronic Access:
RESTRICTED TO UF STUDENTS, STAFF, FACULTY, AND ON-CAMPUS USE UNTIL 2014-11-30

Record Information

Source Institution:
UFRGP
Rights Management:
Applicable rights reserved.
Classification:
lcc - LD1780 2014
System ID:
UFE0046743:00001