Dim or Bright? The Impact of Ambient Illuminance on Consumer Response to Innovative Solutions

Innovative solutions are flourishing in today’s consumption environment. Yet responding positively to innovation has proved difficult for consumers. Little is known about whether subtle contextual cues play a role in shaping a positive consumer response. This research examines the effect of ambient illuminance on consumer response to innovative solutions. We propose that dim (vs. bright) illuminance enhances consumers’ positive response. This is...