Document Type
Journal Article
Publication Date
3-2022
Publication Title
Journal of Retailing and Consumer Services
Department
Management, Marketing and Business Administration
College/School
Arthur J. Bauernfeind College of Business
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.
Recommended Citation
Lefebvre, S., Hasford, J., & Boman, L. (2022). Less light, better bite: How ambient lighting influences taste perceptions. Journal of Retailing and Consumer Services, Vol. 65. https://doi.org/10.1016/j.jretconser.2021.102732
Comments
This is an Accepted Manuscript of a peer-reviewed article published by Elsevier in Journal of Retailing and Consumer Services, available at https://doi.org/10.1016/j.jretconser.2021.102732