Journal of Retailing and Consumer Services
Management, Marketing and Business Administration
Arthur J. Bauernfeind College of Business
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.
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