Lighting up your product! The influence of retail lighting on product perception

Marielle Creusen, Sylvia Pont, Jan Schoormans

Research output: Contribution to conferencePosterScientific

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This research is one of the first attempts to shed light on the influence of different lighting characteristics on consumer product perception. Study 1 looked at the influence of light level (i.e., brightness) and color temperature on consumer perception of a sneaker and a toaster. Study 2 assessed the influence of light diffuseness on consumer perception of two coffee makers with respectively matte and shiny metal details. The effect of these lighting characteristics on consumer perception of aesthetic and symbolic product value, ease-in-use, functional value and quality was investigated. All three lighting characteristics had an effect on consumer perception of one or more types of product value. A combination of a low light level, cool color temperature and diffuse lighting seems preferable. Generalizability of these results for different types of products and for an online retail environment are issues for future research.
Original languageEnglish
Number of pages1
Publication statusPublished - 2017
EventEMAC 2017: Leaving Footprints - Groningen, Netherlands
Duration: 23 May 201726 May 2017


ConferenceEMAC 2017


  • store atmospherics
  • in-store lighting
  • product evaluation


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