Lighting
Alison Jing Xu, assistant professor of management at the University of Toronto Scarborough and Aparna Labroo of Northwestern University conducted a series of studies analyzing the correlation between lighting and human emotion. The researchers asked participants to rate a number of things such as: the spiciness of chicken-wing sauce, the aggressiveness of a fictional character, how attractive someone was, their feelings about specific words, and the taste of two juices-all under different lighting conditions. In their study, they found that both positive and negative human emotions are felt more intensely in bright light. Professor Xu stated, "we found that on sunny days depression-prone people actually become more depressed." They also found that dim light makes people make more rational decisions and settle negotiations easier. In the dark, emotions are slightly suppressed. However, emotions are intensified in the bright light.
What Univerity was Aparna Labroo associated with?
Northwestern University
Alison Jing Xu, assistant professor of management at the University of Toronto Scarborough and Aparna Labroo of Northwestern University conducted a series of studies analyzing the correlation between lighting and human emotion.
Aparna Labroo