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Dim lighting is usually associated with relaxation, and winding down after work. But scientists now claim that by harnessing the subduing effect on emotions caused by dim lights. 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 spiciness of chicken-wing sauce, how aggressive a fictional character was being, how attractive someone was and the taste of two juices. All of their reactions were intensified in bright light, a phenomena which Professor Xu attributes to the body perceiving light as heat, which can trigger emotions. "Bright light intensifies the initial emotional reaction we have to different kinds of stimulus including products and people," she said. In fact, they found that bright light intensifies feelings so dramatically that people prone to depression “actually become more depressed” on sunny days, according to Professor Xu. Professor Xu said: ‘Marketers may also adjust the lightening levels in the retail environment, according to the nature of the products on sale. "‘If you are selling emotional expressive products such as flowers or engagement rings it would make sense to make the store as bright as possible," she said. |
查看譯文 科學(xué)家現(xiàn)在認(rèn)為昏暗的燈光會對人們的情緒有鎮(zhèn)靜效果。
所有參與者的情緒在明亮的燈光下都很強烈。這一現(xiàn)象，徐教授認(rèn)為可能是身體感知光就像是熱度一樣，能夠引起人們的情緒。 她表示：“明亮的光線加劇了我們對包括人和物在內(nèi)的不同刺激的最初情感反應(yīng)?！?/p>
徐教授還說：“營銷人員可以在真實的環(huán)境中根據(jù)產(chǎn)品的性質(zhì)調(diào)整光線的明暗程度?！?/p> “如果你是賣有情感表達(dá)需求的產(chǎn)品，比如鮮花或者訂婚戒指，那么就要把房間弄得越亮越好，這樣銷量才會好?！毙旖淌谶@么說。 （譯者 小小黃豆 編輯 丹妮） |
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