The Effects of Lighting on Consumers' Emotions and Behavioral Intentions in a Retail Environment: A Cross-Cultural Comparison

As an important component of a retail store's atmospherics, lighting can affect the emotional responses that influence consumer shopping behavior. The purpose of this study is to examine, through cross-cultural comparison, the effect of the color quality of light in a retail environment on consumers' emotional states, behavioral intentions, and perceptions. The experimental research followed a 2 times 2 × 2 factorial design with repeated measures to identify the impact of culture group, color rendering index, and color temperature. The results of this study indicate that consumers are aroused and pleased by certain lighting effects and that cultural differences influence perceptions as well as the behavioral intentions of “approach-avoid” in a retail environment. Practical implications of this study could include application of store lighting techniques that enhance visual perceptions of consumers, induce emotional states of arousal and pleasure, and appeal to consumers from different cultures.