Browsing Journal Articles by Author "Tomar, Nitisha"
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3J the bright side of darkness: the effect of ambient lighting on information search behavior
Tomar, Nitisha; Vijayalakshmi, Akshaya (Advances in Consumer Research, 2019)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 ...