Ambient Darkness and Consumer Behavior
Description:
Ambient lighting has emerged as a key atmospheric factor influencing how consumers process environmental cues and their behaviors. However, surprisingly little research has examined how people think and feel in the dark (lower than 15 lux). This is particularly relevant given that consumers routinely work, pay bills, relax, consume and make purchases in settings with little or no light. My dissertation addresses this gap by examining how consumers regulate their goals and process information wh…
more
This item is restricted from view until August 1, 2025.
Date:
July 2023
Creator:
Vo, Khue Ho Thuc
Partner:
UNT Libraries