Exploring the Effects of Lighting on Consumer Responses in a Retail Environment using 3D Walk-Through Animation

Abstract

Background The primary purpose of this study is to empirically explore how lighting affects consumers’ visual experiences in a retail environment. Lighting designs can both attract consumers’ attention and interest in the merchandise and positively affect consumers’ behavioral intentions. Despite its potential, the impact of retail lighting on consumer perception, emotion, satisfaction, and intention has rarely been examined. Methods The current experimental research followed a 2 x 2 factorial design to identify the effects of contrast and color temperature of display lighting in a retail environment. Four different lighting conditions set in an electronics retail store were developed in a high-fidelity 3D computer simulation and tested using a large screen for a more life-like experience. Results The findings of this study indicate that both the contrast and color temperature of lighting influence subjects’ attention and arousal, whereas only the contrast of lighting influences pleasure and intention. Conclusion This study demonstrates the effects of contrast and color temperature of lighting on subjects’ perceptions and psychological responses. The contributions made by the study include new knowledge about retail lighting, focusing on consumers’ psychological responses, and thereby providing practical guidelines for designers and retailers to effectively plan display lighting in retail environments.