环境光线对于食物选择的影响（PPT32页)

1、 Shining Light on Atmospherics How Ambient Light Influences Food Choices1: Conceptual Background2: Five studies3: General Discussion4: Limitation and Further Research5: Managerial and Consumer ImplicationsContentContentPart 1Conceptual BackgroundBackground Prior Prior R ResearchesesearchesThe The Re

2、search ResearchAmbient Lighting and Behavior Ambient Lighting and Behavior 1：examining the effects of ambient light has focused on issues issues other than choice2：consumption volume consumption volume was higher when participants ate in the absence of light (in total darkness) than in the presence

3、of light. 3：the effects of light on consumers wall color perceptions and wall color perceptions and subsequentsubsequent product duct evaluations.Ambient light luminance level and its potential effects on choices involving healthy and unhealthy items.healthy and unhealthy items.Making

4、 Choices Between Healthy and Unhealthy OptionsMaking Choices Between Healthy and Unhealthy Optionsaffective/hedonicaffective/hedonic (i.e., unhealthy options) short-term benefits in terms of taste/pleasuretaste/pleasurecognitive/utilitariancognitive/utilitarian dimensions(i.e., healthy options)long-

5、term benefits in terms of health/well-beinghealth/well-beingVVS SAmbient Light and Mental AlertnessAmbient Light and Mental Alertness1: Sleep research and ergonomics research have shown that bright lighting enhances bright lighting enhances mental alertness and task performance mental alertness and

6、task performance 2: Ambient light influences physiological reactions physiological reactions which are correlated with alertness levels 3: A A positive relationship between mental alertness, attention, and positive relationship between mental alertness, attention, and cognitive performance :cognitiv

7、e performance :In dim (vs. bright) ambient light, consumers will be less alert mentally and thus will exert reduced cognitive processing when choosing between the healthy and unhealthy food options. H1H1: When given a choice between healthy and unhealthy options, consumers have greater : When given

8、a choice between healthy and unhealthy options, consumers have greater preference for healthy options when ambient light luminance is bright (vs. dim).preference for healthy options when ambient light luminance is bright (vs. dim).Ambient Light, Self-Presentation Ambient Light, Self-Presentation Foc

9、us and Focus and Inhibition Inhibition Self-presentation is enhanced is enhanced in the presence of bright light.bright light. consistent with H1s prediction. Consumer decision making tends to be more disinhibited be more disinhibited in dimdim (vs. bright) ambient light.make similar predictions as

10、H1. Reduced mental alertness Reduced mental alertness can lead to disinhibition.disinhibition.Self-presentation Self-presentation focus focus influences inhibition.inhibition. H1 predicts higher preference for the healthier H1 predicts higher preference for the healthier option option when ambient l

11、ight is bright (vs. dim)when ambient light is bright (vs. dim)Part 2Five StudiesStudiesFour different Four different locations locations of a restaurant chain68 P.MS t u d y S t u d y 1 1A : H o w A m b i e n t L i g h t I n f l u e n c e s A : H o w A m b i e n t L i g h t I n f l u e n c e s F o o

12、 d O r d e r i n g i n R e s t a u r a n t C h a i n sF o o d O r d e r i n g i n R e s t a u r a n t C h a i n sTow dim(25 lux) VS Two bright(250 lux)160160 Restaurant PatronsPatronsFemale: Male=51:49A Field Experiment A Single Factor: bright vs dimHealthy FoodGrilled and Baked Fish White Meat(chic

13、ken and turkey) VegetablesMenu Items They Ordered Menu Items They Ordered S t u d y S t u d y 1 1A : H o w A m b i e n t L i g h t I n f l u e n c e s A : H o w A m b i e n t L i g h t I n f l u e n c e s F o o d O r d e r i n g i n R e s t a u r a n t C h a i n sF o o d O r d e r i n g i n R e s t

14、a u r a n t C h a i n sAlertness LevelAlertness Level(a reverse-coded measure)Age in BracketsHealthy FoodGrilled and Baked Fish White Meat(chicken and turkey) VegetablesUnhealthy Food +Healthy Unhealthy Food +Healthy Food=Unhealthy FoodFood=Unhealthy FoodCompute the Ordered Foods CalorieUnhealthy Fo

15、odRed Meat(beef and pork) The ContentThe ContentThe StandardThe StandardThe Effects of GenderMediation TestsHealthy FoodGrilled and Baked Fish White Meat(chicken and turkey) Vegetables Ordered Healthy Food:Bright VS Dim = 52.44 VS 34.62S t u d y S t u d y 1 1A : H o w A m b i e n t L i g h t I n f l

16、 u e n c e s A : H o w A m b i e n t L i g h t I n f l u e n c e s F o o d O r d e r i n g i n R e s t a u r a n t C h a i n sF o o d O r d e r i n g i n R e s t a u r a n t C h a i n sThere was no Interaction no Interaction Effect Effect between Gender and Ambient Light on Food ChoiceMental Alertne

17、ss MMediates ediates the Effects the Effects of Ambient Light on Food Choices and Calories Purchased ( Correlational EffectCorrelational Effect)Consistent with H1Ordered Healthy Food:Female VS Male = 49.35 VS 37.84Mental Alertness:Bright VS Dim = 5.28 VS 3.99ResultsResultsStatisticsStatisticsOverall

18、 Calories:Dim Bright = 38.85%100 Calorie Oreos Chocolate-Covered OreosS t u d y S t u d y 1 1B B : R e p l i c a t i o n i n L a b S e t t i n g: R e p l i c a t i o n i n L a b S e t t i n gTow Dim(10 lux10 lux) VS Two Bright(900 lux900 lux)130130 University StudentsFemale: 53.5%Average Age: 23A Si

19、ngle Factor: bright vs dimHealthy FoodGrilled and Baked Fish White Meat(chicken and turkey) VegetablesPreference for FoodsPreference for FoodsS t u d y S t u d y 1 1B : R e p l i c a t i o n i n L a b S e t t i n gB : R e p l i c a t i o n i n L a b S e t t i n gInhibition MeasureInhibition Measure(

20、By Level of Agreement)Mental AlertnessMental Alertness(A Digital Span Task)The ContentThe Content25 Numbers4 SetsThe First Set : 5 NumbersThe Second Set: 6 NumbersThe Third and Fourth Set: 7 Numbers Displayed in Half a SecondReproduce the Numbers in the Exact OrderHealthy FoodGrilled and Baked Fish

21、White Meat(chicken and turkey) VegetablesPreference for Healthy Food:Bright VS Dim = 68.12 VS 49.18S t u d y S t u d y 1 1B : R e p l i c a t i o n i n L a b S e t t i n gB : R e p l i c a t i o n i n L a b S e t t i n gThere was no Interaction Effect no Interaction Effect but a Main Effect but a Ma

22、in Effect between Gender and Ambient Light on Food ChoiceInhibition is not a Dominant not a Dominant FactorFactor in Influencing the Effects of Ambient Light on Food ChoicesConsistent with Findings in Study 1 APreference for Healthy Food :Female VS Male = 66.18 VS 49.15Behavioral Inhibition:Bright V

23、S Dim = 5.60 VS 5.46ResultsResultsStatisticsStatisticsReproducing Numbers:Bright : Dim = 10.94:9.98Granola Bar ChocolateS t u d y S t u d y 1 1C : O r d e r i n g O u t L o u dC : O r d e r i n g O u t L o u d71 71 University StudentsFemale: 47.7%Average Age: 22The Only Difference from Study 1B:Orde

24、ring Food Aloud(Reduction of Perceived Reduction of Perceived Anonymity Enhances InhibitionAnonymity Enhances Inhibition)The Ambient Light for Each Session was RandomlyRandomly DeterminedHealthy FoodGrilled and Baked Fish White Meat(chicken and turkey) VegetablesIndicating Preference for Indicating

25、Preference for Foods AloudFoods AloudS t u d y S t u d y 1 1C : O r d e r i n g O u t L o u dC : O r d e r i n g O u t L o u dIndicating Response on Indicating Response on the Surveythe SurveyThe ContentThe ContentHealthy FoodGrilled and Baked Fish White Meat(chicken and turkey) VegetablesPreference

26、 for Healthy Food: Bright VS Dim = 54.29VS 30.56S t u d y S t u d y 1 1C : O r d e r i n g O u t L o u dC : O r d e r i n g O u t L o u dThere was no Interaction Effect and Main Effect no Interaction Effect and Main Effect between Gender and Ambient Light on Food ChoiceHighlight How Mental Alertness

27、, as Opposed to Inhibition is likely to Have Been a More Dominant Force in Determining the Outcomes of Studies 1 A & 1BConsistent with Findings in Study 1 A & 1 BResultsResultsStatisticsStatisticsThe Role of Mental AlertnessH2:Under regular mental alertness levels, when given a choice betwee

28、n healthy and unhealthy options when ambient light luminance is bright(vs dim). Under enhanced mental alertness, these effects are attenuated, whereby the preference pattern is the same across bright and dim ambient lights.Baked Potato FriesS t u d y S t u d y 2 2A A: : P l a c e b o - I n d u c e d

29、 M e n t a l A l e r t n e s s P l a c e b o - I n d u c e d M e n t a l A l e r t n e s s353353 University StudentsFemale: 49.6%Average Age: 23A 2( bright vs dim) 2 （mental alertness level: regular vs high) between-subjects experimentManipulate mental alertness level through placebo effects associa

30、ted with sampling a beverage.In the high-alertness high-alertness conditions, participants are told that the participants are told that the beverage contained a high level of beverage contained a high level of caffeinecaffeine, while in the regular, no such statement.Healthy FoodGrilled and Baked Fi

31、sh White Meat(chicken and turkey) VegetablesA PretestA Pretest(Find whether providing such a statement indeed enhances mental alertness; a seven-point scale)S t u d y 2 A : P l a c e b o - I n d u c e dS t u d y 2 A : P l a c e b o - I n d u c e d M e n t a l A l e r t n e s sM e n t a l A l e r t n

32、 e s sQuestions about the taste of the beverageMental AlertnessMental Alertness(a seven-point scale)The ContentThe ContentThe Choice of FoodHealth Orientation(Disagree/Agree)Healthy FoodGrilled and Baked Fish White Meat(chicken and turkey) VegetablesChoice for Healthy Food with Regular Mental Alertn

33、ess:Bright VS Dim = 49VS 32.7632.76S t u d y S t u d y 2 2A A: : P l a c e b o - I n d u c e d M e n t a l A l e r t n e s s P l a c e b o - I n d u c e d M e n t a l A l e r t n e s sThere was no Interaction Effect no Interaction Effect and Main Effect and Main Effect between Gender and Ambient Lig

34、ht on Food ChoiceWith BrightBright Ambient Light, the Choice Pattern for Healthy versus Unhealthy Items R Remained the Same emained the Same Irrespective of Whether the Alertness Level was Regular versus High, but with Dim Dim Ambient Light, There was Greater Greater Preference for the Healthy Optio

35、nPreference for the Healthy Option when Mental Alertness was Enhanced.Mental Alertness was Enhanced.Consistent with H2Choice for Healthy Food with High Regular Mental Alertness :Bright VS Dim = 46.27 VS 54.1254.12ResultsResultsStatisticsStatisticsRaisins and M&MsS t u d y S t u d y 2 2B B: : I n

36、 d u c e d A l e r t n e s s D i r e c t l y I n d u c e d A l e r t n e s s D i r e c t l y149149 University StudentsFemale: 53%Average Age: 22A 2( bright vs dim) 2 （induced mental alertness: regular vs enhanced) between-subjects experimentIn the enhanced mental alertness conditions, manipulate men

37、tal alertness by asking participantsasking participants, at the beginning of the study, to be to be mentally alert while undertaking mentally alert while undertaking the tasks in the studythe tasks in the study. No such statements in the regular mental alertness conditions.Healthy FoodGrilled and Ba

38、ked Fish White Meat(chicken and turkey) VegetablesS t u d y S t u d y 2 2B B: : I n d u c e d A l e r t n e s s D i r e c t l y I n d u c e d A l e r t n e s s D i r e c t l yMental AlertnessMental Alertness(a seven-point scale)The ContentThe ContentThe Choice of FoodHealthy FoodGrilled and Baked Fi

39、sh White Meat(chicken and turkey) VegetablesChoice for Healthy Food with no “alertness” inducementBright VS Dim = 27.45VS 7.57.5S t u d y S t u d y 2 2B B: : I n d u c e d A l e r t n e s s D i r e c t l y I n d u c e d A l e r t n e s s D i r e c t l yThere was no Interaction Effect and Main Effect

40、 between Gender and Ambient Light on Food ChoiceSelf-reported mental alertness level was higher for bright ambient light in the absence of induced alertness , with the effects becoming attenuated when alertness was induced.Consistent with Study2 AChoice for Healthy Food with Mental Alertness Enhance

41、d :Bright VS Dim = 28 VS 30.330.3ResultsResultsStatisticsStatisticsFor bright bright ambient lighting, mental alertness level was high by defaulthigh by default, and thus enhancing alertness did not have any effects. In contrast, for dimdim ambient lighting, enhancing mental alertness enhancing ment

42、al alertness increased preference for the healthy item.increased preference for the healthy item.Part 3General DiscussionDiscussionConsumers have greater preference for unhealthy options when the luminance of ambient light is dim (vs bright).Dim(vs bright) ambient lighting also leads to higher volum

43、e of calorie consumption.The present research is the first to The present research is the first to examine how ambient light influences examine how ambient light influences choices between healthy and unhealthy choices between healthy and unhealthy product duct options.Ambient light lumin

44、ance is only one such factor that can nudge consumers toward healthier choices.But relative effects of ambient light instead of absolute effects. The first study to link ambient light luminance with consumer choices for healthy and unhealthy options. Contribution to the increasing literature on the role of visual cues and availability of light or the softening of light on