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 predicted to occur because dim illuminance reduces their inhibition, which in turn encourages them to respond positively to innovative solutions. The results from three laboratory studies provide support for the thesis. The findings suggest a cost-effective and easy-to-manage approach—namely, dimming the light—as a powerful tool to enhance consumers’ response to innovative solutions.