Costumers’ emotional and behavioral responses under different accent lighting conditions in a real retail store

The aim of the study is to understand the influence of lighting color temperature on costumers’ emotional and behavioral responses in a real retail store. In the experiment three different color temperatures were used on LED track spot lights that illuminates a living room furniture set. This study was conducted with 90 participants who were customers and accepted participant acceptance protocol. Thirty customers participated for each lighting condition (2700K as Warm White (WW), 5000K as Artificial Daylight (DL), 6500K as Cool White (CW)). Observation method was used to conduct behavioral analysis. Behavior mapping was used to analyze understanding of the custumers’ behavioral responses. Mehrabian and Rusell’s M-R model was used to analyze emotional responses. PAD (Pleasure, Arousal, Dominance) model was preferred to conduct a questionnaire in order to measure customers’ emotional responses. Results showed that color temperature influenced on costumers’ emotional and behavioral responses. Under warm white (WW) color temperature, people feel more pleasure than cool white color temperature. Under WW color temperature people spent more time in front of the illuminated furniture set. Contrast color temperatures (WW and CW) increased the levels of pleasure and arousal scales of emotional responses.