EconPapers    
Economics at your fingertips  
 

Curiosity under bright light: The influence of bright lighting on new product adoption

Yu Zhang, Lan Xia, Jiangang Du and Min Zhao

International Journal of Research in Marketing, 2024, vol. 41, issue 4, 596-615

Abstract: This paper examines the effect of lighting conditions in the decision environment on new product adoption. Drawing on prior research, we propose that bright lighting evokes a desire to explore, which is echoed by the novel target for exploration offered by a new product. This match between desire to explore and target for exploration results in high curiosity toward the new product and leads to greater new product adoption. We provide robust evidence to support the positive effect of bright lighting on new product adoption across six studies and confirm the mediating role of new product curiosity. We identify the level of product novelty as a boundary condition of this effect. Specifically, the positive effect of bright lighting is realized when the product novelty is high, and it is attenuated or even reversed when the product novelty is low. These findings contribute to the literature on new product adoption and the effect of atmospherics on decision-making, offering readily applicable implications for marketing managers in designing retail atmospheres and promoting new products.

Keywords: Lighting; Retail atmospheres; Curiosity; New product (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0167811624000247
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:41:y:2024:i:4:p:596-615

DOI: 10.1016/j.ijresmar.2024.04.005

Access Statistics for this article

International Journal of Research in Marketing is currently edited by Roland Rust

More articles in International Journal of Research in Marketing from Elsevier
Bibliographic data for series maintained by Catherine Liu ().

 
Page updated 2025-05-25
Handle: RePEc:eee:ijrema:v:41:y:2024:i:4:p:596-615