昏暗的灯光总是给人一种工作后尽情放松的感觉。科学家现在认为昏暗的灯光会对人们的情绪有镇静效果。
Therefore, by dimming the lights, people become more rational, negotiate better and are therefore able to make better decisions.
Alison Jing Xu, assistant professor of management at University of Toronto Scarborough and Aparna Labroo of Northwestern University, made the findings by examining the link between lighting and human emotion, PsychCentral reported.
Participants in the study were asked to rate under different lighting settings subjects including the
spiciness5 of chicken-wing sauce, how aggressive a
fictional6 character was being, how attractive someone was and the taste of two juices.
All of their reactions were
intensified7 in bright light, a
phenomena8 which Professor Xu attributes to the body perceiving light as heat, which can trigger emotions.
"Bright light
intensifies9 the initial emotional reaction we have to different kinds of
stimulus10 including products and people," she said.
In fact, they found that bright light intensifies feelings so dramatically that people
prone11 to depression "actually become more
depressed12" on sunny days, according to Professor Xu.
Professor Xu said: 'Marketers may also adjust the lightening levels in the
retail13 environment, according to the nature of the products on sale.
"'If you are selling emotional
expressive14 products such as flowers or engagement rings it would make sense to make the store as bright as possible," she said.
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