The influence of in-store lighting on consumers' examination of merchandise in a wine store

Charles S. Areni*, David Kim

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

158 Citations (Scopus)

Abstract

Several studies examining the impact of illumination on behavior are reviewed in this article. Hypotheses are derived regarding the impact of in-store lighting on various aspects of shopping behavior. As part of a field experiment in a large US city, the lighting (soft versus bright) in a centrally located retail establishment was varied over a two month period. The results of an anova indicated that brighter lighting influenced shoppers to examine and handle more merchandise, though sales were not influenced. These findings are discussed in terms of their implications for creating a functional store environment as well as an appropriate store image.

Original languageEnglish
Pages (from-to)117-125
Number of pages9
JournalInternational Journal of Research in Marketing
Volume11
Issue number2
DOIs
Publication statusPublished - 1994

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