环境光线对于食物选择的影响（PPT32页)

ShiningLightonAtmosphericsHowAmbientLightInfluencesFoodChoices1:ConceptualBackground2:Fivestudies3:GeneralDiscussion4:LimitationandFurtherResearch5:ManagerialandConsumerImplicationsContentPart1ConceptualBackgroundAPriorResearchesTheResearchAmbientLightingandBehavior1：examiningtheeffectsofambientlighthasfocusedonissuesotherthanchoice2：consumptionvolumewashigherwhenparticipantsateintheabsenceoflight(intotaldarkness)thaninthepresenceoflight.3：theeffectsoflightonconsumers’wallcolorperceptionsandsubsequentproductevaluations.Ambientlightluminancelevelanditspotentialeffectsonchoicesinvolvinghealthyandunhealthyitems.BMakingChoicesBetweenHealthyandUnhealthyOptionsaffective/hedonic(i.e.,unhealthyoptions)short-termbenefitsintermsoftaste/pleasurecognitive/utilitariandimensions(i.e.,healthyoptions)long-termbenefitsintermsofhealth/well-beingVSCAmbientLightandMentalAlertness1:Sleepresearchandergonomicsresearchhaveshownthatbrightlightingenhancesmentalalertnessandtaskperformance2:Ambientlightinfluencesphysiologicalreactionswhicharecorrelatedwithalertnesslevels3:Apositiverelationshipbetweenmentalalertness,attention,andcognitiveperformance:Indim(vs.bright)ambientlight,consumerswillbelessalertmentallyandthuswillexertreducedcognitiveprocessingwhenchoosingbetweenthehealthyandunhealthyfoodoptions.H1:Whengivenachoicebetweenhealthyandunhealthyoptions,consumershavegreaterpreferenceforhealthyoptionswhenambientlightluminanceisbright(vs.dim).DAmbientLight,Self-PresentationFocusandInhibitionSelf-presentationisenhancedinthepresenceofbrightlight.——consistentwithH1’sprediction.Consumerdecisionmakingtendstobemoredisinhibitedindim(vs.bright)ambientlight.——makesimilarpredictionsasH1.Reducedmentalalertnesscanleadtodisinhibition.Self-presentationfocusinfluencesinhibition.——H1predictshigherpreferenceforthehealthieroptionwhenambientlightisbright(vs.dim)Part2FiveStudiesFourdifferentlocationsofarestaurantchain6~8P.MStudy1A:HowAmbientLightInfluencesFoodOrderinginRestaurantChainsTowdim(25lux)VSTwobright(250lux)160RestaurantPatronsFemale:Male=51:49AFieldExperimentASingleFactor:brightvsdimHealthyFoodGrilledandBakedFishWhiteMeat(chickenandturkey)VegetablesMenuItemsTheyOrderedStudy1A:HowAmbientLightInfluencesFoodOrderinginRestaurantChainsAlertnessLevel(areverse-codedmeasure)AgeinBracketsHealthyFoodGrilledandBakedFishWhiteMeat(chickenandturkey)VegetablesUnhealthyFood+HealthyFood=UnhealthyFoodComputetheOrderedFood’sCalorieUnhealthyFoodRedMeat(beefandpork)TheContentTheStandardTheEffectsofGenderMediationTestsHealthyFoodGrilledandBakedFishWhiteMeat(chickenandturkey)VegetablesOrderedHealthyFood:BrightVSDim=52.44VS34.62Study1A:HowAmbientLightInfluencesFoodOrderinginRestaurantChainsTherewasnoInteractionEffectbetweenGenderandAmbientLightonFoodChoiceMentalAlertnessMediatestheEffectsofAmbientLightonFoodChoicesandCaloriesPurchased(CorrelationalEffect)ConsistentwithH1OrderedHealthyFood:FemaleVSMale=49.35VS37.84MentalAlertness:BrightVSDim=5.28VS3.99ResultsStatisticsOverallCalories:DimBright=38.85%100CalorieOreosChocolate-CoveredOreosStudy1B:ReplicationinLabSettingTowDim(10lux)VSTwoBright(900lux)130UniversityStudentsFemale:53.5%AverageAge:23ASingleFactor:brightvsdimHealthyFoodGrilledandBakedFishWhiteMeat(chickenandturkey)VegetablesPreferenceforFoodsStudy1B:ReplicationinLabSettingInhibitionMeasure(ByLevelofAgreement)MentalAlertness(ADigitalSpanTask)TheContent25Numbers——4SetsTheFirstSet:5NumbersTheSecondSet:6NumbersTheThirdandFourthSet:7NumbersDisplayedinHalfaSecondReproducetheNumbersintheExactOrderHealthyFoodGrilledandBakedFishWhiteMeat(chickenandturkey)VegetablesPreferenceforHealthyFood:BrightVSDim=68.12VS49.18Study1B:ReplicationinLabSettingTherewasnoInteractionEffectbutaMainEffectbetweenGenderandAmbientLightonFoodChoiceInhibitionisnotaDominantFactorinInfluencingtheEffectsofAmbientLightonFoodChoicesConsistentwithFindingsinStudy1APreferenceforHealthyFood:FemaleVSMale=66.18VS49.15BehavioralInhibition:BrightVSDim=5.60VS5.46ResultsStatisticsReproducingNumbers:Bright:Dim=10.94:9.98GranolaBarChocolateStudy1C:OrderingOutLoud71UniversityStudentsFemale:47.7%AverageAge:22TheOnlyDifferencefromStudy1B:OrderingFoodAloud(ReductionofPerceivedAnonymityEnhancesInhibition)TheAmbientLightforEachSessionwasRandomlyDeterminedHealthyFoodGrilledandBakedFishWhiteMeat(chickenandturkey)VegetablesIndicatingPreferenceforFoodsAloudStudy1C:OrderingOutLoudIndicatingResponseontheSurveyTheContentHealthyFoodGrilledandBakedFishWhiteMeat(chickenandturkey)VegetablesPreferenceforHealthyFood:BrightVSDim=54.29VS30.56Study1C:OrderingOutLoudTherewasnoInteractionEffectandMainEffectbetweenGenderandAmbientLightonFoodChoiceHighlightHowMentalAlertness,asOpposedtoInhibitionislikelytoHaveBeenaMoreDominantForceinDeterminingtheOutcomesofStudies1A&1BConsistentwithFindingsinStudy1A&1BResultsStatisticsTheRoleofMentalAlertnessH2:Underregularmentalalertnesslevels,whengivenachoicebetweenhealthyandunhealthyoptionswhenambientlightluminanceisbright(vsdim).Underenhancedmentalalertness,theseeffectsareattenuated,wherebythepreferencepat