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Consultants in the field of marketing, research, management and sales. ABOUT US Who we are Team Recommendations quest publications Who do we support? eitorial communityResearch conducte by the Kellogg School shows that the lighting in the restaurant really affects what we order to eat. The dimmer Monaco Email List the light, the greater the chance that we will order food that will simply give us pleasure. Immeiate. The scale of lighting affects our mood, and the market takes advantage of this. For example, research has shown that in dimly lit stores, we shop at a slower pace. Being in a darker room also makes it easier for us to make more enjoyable choices. Light or dark room? Several experiments were conducte to support this thesis.
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In the first onethey were aske to choose a chair for the office and for the home. Respondents had the choice between a simple but practical chair and a very fancy was intende for the living room or the office. Lighting matters when making consumer decisions Lighting is of great importance when Marketing List making consumer decisions. Darkening the room unlocks the mental mechanism of allowing yourself to enjoy your pleasures immeiately. Therefore, it would be logical – for example for restaurants specializing in desserts – to reuce the lighting. Customers would allow themselves small pleasuresAnother example would be movie theaters that sell popcorn.