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Consumers Understand Social Features of Products under Partial Lighting Colors

김나혜|최창규|조광수|한세희
한국전략마케팅학회 (Korean Strategic Marketing Association)|2017.03|마케팅논집(Journal of Marketing Studies) (Journal of Marketing Studies)|제25권 제1호|pp. 67-83|DOI http://dx.doi.org/10.21191/jms.25.2.04

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참고문헌

키워드

Self-regulationPartial LightingSocial FeatureSocial Product조명부분 조명사회적 특징사회적 제품자기조절이론

초록

The lighting environment, which can be varied in its hue, brightness, intensity, has been known to have a significant influence on human psychology and behavior. This paper aims to investigate how the perceived temperature by the color of partial lighting can influence consumers’ desire for social features of products and services. The experiment is conducted to test whether participants show different level of desirability for social feature depending on the partial lighting condition (warm vs cool). The participants under cool color of lighting (vs. warm) reported a higher ratio of social functions to non-social functions. Also, the difference between the desire to visit social site and non social site was greater under the warm lighting than under the cool lighting. The findings of this research introduce a new perspective on marketing strategies and provide a design guideline for user experience in spaces. More specifically, retail environments could maximize the efficacy of marketing by adjusting the color of partial lighting depending on the features of the products or services.

Abstract

The lighting environment, which can be varied in its hue, brightness, intensity, has been known to have a significant influence on human psychology and behavior. This paper aims to investigate how the perceived temperature by the color of partial lighting can influence consumers’ desire for social features of products and services. The experiment is conducted to test whether participants show different level of desirability for social feature depending on the partial lighting condition (warm vs cool). The participants under cool color of lighting (vs. warm) reported a higher ratio of social functions to non-social functions. Also, the difference between the desire to visit social site and non social site was greater under the warm lighting than under the cool lighting. The findings of this research introduce a new perspective on marketing strategies and provide a design guideline for user experience in spaces. More specifically, retail environments could maximize the efficacy of marketing by adjusting the color of partial lighting depending on the features of the products or services.

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