1 Department of Management, Aarhus BSS, Aarhus University2 Department of Management - MAPP - Centre for Research on Value Creation in the Food Sector, Department of Management, Aarhus BSS, Aarhus University3 Darmstadt University of Technology4 Department of Management, Aarhus BSS, Aarhus University
This paper analyzes how store lighting influences store atmosphere, price and quality perception, and the intention to shop in a retail store. A first experiment shows how the number and brightness of light beams influence these dependent variables. Results demonstrate that especially extreme combinations of both variables result in higher pleasure and shopping intention, while for price and quality perception different effects cancel each other out. A second experiment shows that orange light results in greater pleasure and shopping intention compared to blue light, when colors are saturated, but not for pastel colors. Orange light results also in better quality perception, while effects on price level perception were not found.