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http://hdl.handle.net/11718/23987| Title: | 3J the bright side of darkness: the effect of ambient lighting on information search behavior |
| Authors: | Tomar, Nitisha Vijayalakshmi, Akshaya |
| Keywords: | Bright side - Darkness;Ambient lighting;Information search behavior |
| Issue Date: | 2019 |
| Publisher: | Advances in Consumer Research |
| Citation: | Tomar, N., & Vijayalakshmi, A. (2019). 3J the bright side of darkness: the effect of ambient lighting on information search behavior. Advances in Consumer Research, 47, 995-995. doi:https://www.acrwebsite.org/ volumes/2551988/volumes/v47/NA-47 |
| Abstract: | Using data from a field study and an M-Turk experiment, we examine how ambient lighting affects preference for information search. Ambient darkness likely activates the concept of uncertainty (‘being in the dark’) that is compensated for through information search. However, this is contingent on the motivation to change the state. |
| URI: | http://hdl.handle.net/11718/23987 |
| Appears in Collections: | Journal Articles |
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