Retail Lighting and Consumer Product Perception

228 Pages·2013·6.37 MB·English

by  Dalal Alsharhan

Retail Lighting and Consumer Product Perception:

A Cross-Cultural Study

by

Dalal Anwar Alsharhan

A Thesis Presented in Partial Fulfillment
of the Requirements for the Degree
Master of Science in Design

Approved November 2013 by the
Graduate Supervisory Committee:

Michael Kroelinger, Chair
John Eaton
William Heywood

ARIZONA STATE UNIVERSITY

December 2013
ABSTRACT

The study of lighting design has important implications for consumer behavior and is an
important aspect of consideration for the retail industry. In today’s global economy consumers
can come from a number of cultural backgrounds. It is important to understand various cultures’
perceptions of lighting design in order for retailers to better understand how to use lighting as a
benefit to provide consumers with a desirable shopping experience. This thesis provides insight
into the effects of ambient lighting on product perception among Americans and Middle
Easterners. Both cultural groups’ possess significant purchasing power in the worldwide market
place. This research will allow marketers, designers and consumers a better understanding of
how culture may play a role in consumer perceptions and behavior
Results of this study are based on data gathered from 164 surveys from individuals of
American and Middle Eastern heritage. Follow up interviews were also conducted to examine the
nuances of product perception and potential differences across cultures. This study, using
qualitative and quantitative methods, was executed using a Sequential Explanatory Strategy.
Survey data were analyzed to uncover significant correlations and relationships using measures
of descriptive analysis, analysis of variance (ANOVA), and regression analysis. Interviews were
analyzed using theme-based coding and reported in narrative form.
The results suggest that lighting does in fact have an impact on product perception,
however despite minor differences, this perception does not vary much between individuals from
American and Middle Eastern cultures. It was found that lighting could affect price and quality
perception with reference to store-image and store atmospherics. Additionally, lighting has a
higher impact on subjective impressions of product (such as Freshness, Pleasantness, and
Attractiveness), more than Price and Quality perceptions. This study suggests that particular
lighting characteristics could be responsible for differences in product perception between these
two cultures. This is important to note for lighting designers and marketers to create retail
atmospheres that are preferable to both cultures.

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Dedication

This work is dedicated to continued discoveries in the field of lighting design between the Middle
East and the U.S., and to my family. Thank you for your unconditional support.
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ACKNOWLEDGEMENTS
In the name of God, most Gracious, most Compassionate. Numerous individuals are to
acknowledge for their contributions during the research and writing of this work. Firstly, I want to
acknowledge my mother, father, sisters, and brother for their undying support and love
throughout my educational experience. Their presence kept me going throughout this journey,
even with 12,700 kilometers between us. A special thanks goes to my mentor, Michael
Kroelinger, for your wisdom, support, and encouragement, and to my thesis committee members
John Eaton and William Heywood. I want to especially acknowledge my ASU “sisters”, Maryam,
Katie, Eiman, Abeer, and Amzan for your unconditional friendship and for continuously inspiring
me as we learned from and assisted one another through this journey. Lastly, a special thanks to
my special one who supported me unconditionally through the thesis process and beyond.

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TABLE OF CONTENT
Page
LIST OF TABLES ………………………………………….………………………………..……………xii
LIST OF FIGURES ………………………………………………………………………...……….……xvi
CHAPTER
1 INTRODUCTION………………………………………………………………………………1
Overview…………………………………………………………………………………1
The Purpose of the Study………………………………………………………………3
Objectives……………………………………………………………..…………………3
Research Questions……………………………………………………………….……4
Significance………………………………………………………………………………4
Summary…………………………………………………………………………………5
2 REVIEW OF LITERATURE………………………………………..…………………………6
Overview ………………………………………………………………………...………6
Impulse Buying……………………………………………………………..……………7
Significance of Impulse Buying………………………………………………7
Defining Impulse Buying………………………………………………………8
Retail Atmospheric…………………………………………...………………11
Summary………………………………………………………………………15
Research on Lighting…………………………………………………….……………16
Lighting Characteristics……………………………………...………………16
Brightness…………………………………………...………………16
Correlated Color Temperature……………….……………………17
Spatial Light Distribution……………………………...……………19
Retail Lighting Practices……………………………………..………………21
Lighting Studies of Retail Environments………..…………………………23
Studies on Product Perception……………………………………23
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CHAPTER Page
Studies on Product Perception in Actual Retail
Environments…………………………………...…………23
Studies on Product Perception in Simulated
Environments……………………………………...………25
Studies on Spatial Perception.…………………………….………26
Studies on Spatial Perception in Actual Retail
Environments………………………………...……………26
Studies on Spatial Perception in Simulated
Environments ……………………………………………..29
Summary………………………………………………………………………31
Culture………………………………………………..…………………………………32
Definition and Introduction of Culture………………………………………32
Research on Culture and Consumerism………………………..…………32
Cultural Differences between United States and Middle East……..……33
Culture and Perception………………………………………………………35
Cross-Cultural Research on Lighting………………………………………35
Summary………………………………………………………………………37
Discussion of Theoretical Framework of The Study…………………….…………37
Research Approaches in Lighting……………………………..……………38
M-R Model (Mehrebian-Russel) …………………….……………38
Vogel’s (2008) Model………………………………………………39
Flynn’s (1977) Model……………………………….………………40
Framework Developed and Influence of Quartier et. al (2009) …………40
Conclusions………………………………………………………...…………43
Chapter Summary…………………………………………………………..…………44
3 METHODOLOGY AND PROCEDURE……………………………………….……………45
Overview …………………………………………………………………...…………..45
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CHAPTER Page
Research Design………………………………………………………………………45
Phase I: Quantitaive Data………………………………………….…………………47
Study Setting……………………………………………….…………………47
Approach………………………………………………………………………48
The Sample…………………………………………………...………………48
Data collection…………………………………………………..……………51
Independent Vraiable ………………………………………..…….52
Dependent Variable ………………………………………….…….52
The Questionaire …………………………………………….…….53
Method of Analysis…………………...………………………………………53
Phase II: Qualitative Data……………………….……………………………………53
Study Setting…………………………….……………………………………54
The Sample………………………………...…………………………………54
Data Collection………………………….……………………………………54
Method of Analysis……………………...……………………………………55
Vertification……………………………………………………………………55
Advantages and Limitations of Sequential Explanatory Approach………….……55
Ethical Considerations……………………………………………………...…………56
Assumptions …………………………………………..……………….………………56
Chapter Summary…………………………………………………….……………… 57
4 ANALYSIS OF DATA ………………………………………………………..………………58
Overview ………………………………………………………………………….……58
Analysis of Phase I: Quantitaive Data……………………………….………………58
Characteristics of Sample Populations ……………………………………58
USA Sample …………………………………………..……………58
Middle Eastern Sample ……………………………………………59
Sample Comparison and Bias ……………………………..………………60
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CHAPTER Page
Analytical Tests Conducted …………………………………...……………61
Question 1. Do changes in ambient lighting affect product
perception? …………………………………………………………………. 62
One-Way ANOVA Analysis …………………….…………………62
Price Perception ……………………….…………………65
Quality Perception ……………………..…………………66
Freshness Perception ……………………………………67
Pleasantness Perception ………………..………………68
Attractiveness Perception ……………………….………69
Question 2 - Do these lighting changes affecting product perception
differ across different cultures? ……………………………………………69
Two-Way ANOVA Analysis ………………………….……………70
Price Perception ………………………………….………70
Quality Perception ………………………………..………73
Freshness Perception ……………………………………76
Pleasantness Perception ……………..…………………79
Attractiveness Perception …………………….…………82
Chi-Square Test ……………………………………………………86
Price Perception ……………………………….…………86
Quality Perception ……………………………..…………89
Freshness Perception ……………………………………92
Pleasantness Perception ……………………..…………94
Attractiveness Perception …………….…………..……..97
Question 3 - What lighting characteristics are responsible/causing
These changes in product perception across different cultures? .……100
Data Analysis: Bipolar Rating Scales ……………………..……100
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CHAPTER Page
Scoring of Data………………………………………..…100
Plotting The Mean Rating ………………...……………101
Lighting Type - Cool LED ……….……………102
Lighting Type - Warm LED ……………...……103
Lighting Type – Halogen …….………………104
Lighting Type- Florescent ….…………………105
One-Way ANOVA …………………………...……………………105
Quality Perception ………………………………………106
Do Perceptions of Quality Differ
by Brightness? …………………………………106
Does Perception of Quality Differ
According to Clarity? …………………….……107
Does Perception of Quality Differ
According to Radiance? ………………………107
Does Perception of Quality differ
According to Colorfulness? ……………..……107
Does Perception of Quality differ
by Complexity?...............................................108
Pleasantness Perception…………………….…………108
Does Perception of Pleasantness
Differ Accordingto Brightness? ………………108
Does Perception of Pleasantness
Differ According to Complexity? …………..…109
Regression Analysis ………………………..……………………109
Model I: Lighting Characteristics and Product
Perception …………………....………………………….110
Demographics …………………………………110
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CHAPTER Page
Brightness ………………...……………………111
Glare ……………………………………………111
Clarity ………………………..…………………112
Color Temperature ……………………………112
Radiance …………………………….…………113
Colorfulness ……………………………………114
Distinction ………………………………………114
Focusness ………………………..……………115
Complexity ………………………………..……115
Model II: Lighting Characteristics and Product
Perception over Cultural Groups ………………...……116
Brightness ……………………...………………116
Glare ……………………………………………117
Clarity …………………………………..………118
Color Temperature ……………………………119
Radiance …………………….…………………120
Colorfulness ……………………………………121
Distinction ………………………………………122
Focusness …………………..…………………123
Complexity ……………………………..………124
Analysis of Phase II: Qualitative Data……………………………………...………125
Overview …………………………………………….………………………125
Self-Control in Grocery Store Environment ……………..………………126
Mood and Lighting …………………………………………………………127
Lighting And Impulse Buying ……………………………………..………128
Lighting As an Ambiance Factor …………………………………………128
Lighting Characteristics ……………………………………………………129
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