环境光线对于食物选择的影响（).ppt

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1、ShiningLightonAtmosphericsHowAmbientLightInfluencesFoodChoices1:ConceptualBackground2:Fivestudies3:GeneralDiscussion4:LimitationandFurtherResearch5:ManagerialandConsumerImplicationsContentPart1ConceptualBackgroundAPriorResearchesTheResearchAmbientLightingandBehavior1：

2、examiningtheeffectsofambientlighthasfocusedonissuesotherthanchoice2：consumptionvolumewashigherwhenparticipantsateintheabsenceoflight(intotaldarkness)thaninthepresenceoflight.3：theeffectsoflightonconsumers’wallcolorperceptionsandsubsequentproductevaluations.Ambientlig

3、htluminancelevelanditspotentialeffectsonchoicesinvolvinghealthyandunhealthyitems.BMakingChoicesBetweenHealthyandUnhealthyOptionsaffective/hedonic(i.e.,unhealthyoptions)short-termbenefitsintermsoftaste/pleasurecognitive/utilitariandimensions(i.e.,healthyoptions)long-te

4、rmbenefitsintermsofhealth/well-beingVSCAmbientLightandMentalAlertness1:Sleepresearchandergonomicsresearchhaveshownthatbrightlightingenhancesmentalalertnessandtaskperformance2:Ambientlightinfluencesphysiologicalreactionswhicharecorrelatedwithalertnesslevels3:Apositivere

5、lationshipbetweenmentalalertness,attention,andcognitiveperformance:Indim(vs.bright)ambientlight,consumerswillbelessalertmentallyandthuswillexertreducedcognitiveprocessingwhenchoosingbetweenthehealthyandunhealthyfoodoptions.H1:Whengivenachoicebetweenhealthyandunhealth

6、yoptions,consumershavegreaterpreferenceforhealthyoptionswhenambientlightluminanceisbright(vs.dim).DAmbientLight,Self-PresentationFocusandInhibitionSelf-presentationisenhancedinthepresenceofbrightlight.——consistentwithH1’sprediction.Consumerdecisionmakingtendstobemore

7、disinhibitedindim(vs.bright)ambientlight.——makesimilarpredictionsasH1.Reducedmentalalertnesscanleadtodisinhibition.Self-presentationfocusinfluencesinhibition.——H1predictshigherpreferenceforthehealthieroptionwhenambientlightisbright(vs.dim)Part2FiveStudiesFourdifferent

8、locationsofarestaurantchain6~8P.MStudy1A:HowAmbientLightInfluencesFoodOrderinginRestaurantChainsTowdim(25lux)VSTwobright(250lux)160