Research Proposal Colored Lighting
1B. Title of the Research Proposal
“The influence of coloured in-store lighting on the mood and purchase behaviour of a consumer – a case of Jack & Jones stores” 1C. Summary of the research proposal
Today, in many households and shopping environments coloured lighting is present. People change the colour of their home environment to the mood where they are in at that specific moment. Shop-owners also are trying to find new ways to ‘persuade’ their customers. Different colours in shops (retail) could be a reason for costumers to feel more comfortable in the store and it may influence their shopping behaviour. This research proposal will be a start for a research to the effect of in-store coloured lighting on customers mood. This research also focuses on the influence of light brightness on the customers mood. A lot of stores use fluorescent lamps, does this influence the mood or buying behaviour of the costumer? The research will be conducted in Jack and Jones stores, because they have a specific target group and are located all over the Netherlands. The research will be conducted by observing the customer during their shopping process and by using a survey. Observing the customer will give insight in the shopping behaviour, in the route they take in in the store and real time spent in a store. A questionnaire will give insight in the perceived time and mood of customers directly after their shopping process. Expected results are that people spend more time in the store and perceive it as a relatively shorter time period when the lighting is bright and blue, pleasant and relaxing. People will take more time to think about a purchase. The impact of using red lighting; People will spend less time in a store and perceive their time spent as higher than the actual time spent in the store. People do not take their time to decide about what to buy, the impulse purchase will be higher. The last expectation is that by using coloured lighting, people will
“The influence of coloured in-store lighting on the mood and purchase behaviour of a consumer – a case of Jack & Jones stores” 1C. Summary of the research proposal
Today, in many households and shopping environments coloured lighting is present. People change the colour of their home environment to the mood where they are in at that specific moment. Shop-owners also are trying to find new ways to ‘persuade’ their customers. Different colours in shops (retail) could be a reason for costumers to feel more comfortable in the store and it may influence their shopping behaviour. This research proposal will be a start for a research to the effect of in-store coloured lighting on customers mood. This research also focuses on the influence of light brightness on the customers mood. A lot of stores use fluorescent lamps, does this influence the mood or buying behaviour of the costumer? The research will be conducted in Jack and Jones stores, because they have a specific target group and are located all over the Netherlands. The research will be conducted by observing the customer during their shopping process and by using a survey. Observing the customer will give insight in the shopping behaviour, in the route they take in in the store and real time spent in a store. A questionnaire will give insight in the perceived time and mood of customers directly after their shopping process. Expected results are that people spend more time in the store and perceive it as a relatively shorter time period when the lighting is bright and blue, pleasant and relaxing. People will take more time to think about a purchase. The impact of using red lighting; People will spend less time in a store and perceive their time spent as higher than the actual time spent in the store. People do not take their time to decide about what to buy, the impulse purchase will be higher. The last expectation is that by using coloured lighting, people will
References: Babin, B.J., Darden, W.R., and Griffin, M. (1994). Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value. Journal of Consumer Research, 20(4), 644-656. Babin, B.J., Hardesty, D.M., & Suter, T.A. (2003). Colour and shopping intentions: The intervening effect of price fairness and perceived affect. Journal of Business Research, 56(7), 541-551. Bellizzi, J Leppämäki, S., Partonen, T., & Lönnqvist, J. (2002). Bright-light exposure combined with physical exercise elevates mood. Journal of Affective Disorders, 72(2), 139-144. doi:10.1016/S0165-0327(01)00417-7 Spies, K., Hesse, F., & Loesch, K