环境光线对于食物选择（PPT32页).ppt

ShiningLightonAtmospherics HowAmbientLightIn uencesFoodChoices 1 ConceptualBackground2 Fivestudies3 GeneralDiscussion4 LimitationandFurtherResearch5 ManagerialandConsumerImplications Content Part1 ConceptualBackground A PriorResearches TheResearch AmbientLightingandBehavior 1 examiningtheeffectsofambientlighthasfocusedonissuesotherthanchoice2 consumptionvolumewashigherwhenparticipantsateintheabsenceoflight intotaldarkness thaninthepresenceoflight 3 theeffectsoflightonconsumers wallcolorperceptionsandsubsequentproductevaluations Ambientlightluminancelevelanditspotentialeffectsonchoicesinvolvinghealthyandunhealthyitems B MakingChoicesBetweenHealthyandUnhealthyOptions affective hedonic i e unhealthyoptions short termbene tsintermsoftaste pleasure cognitive utilitariandimensions i e healthyoptions long termbene tsintermsofhealth well being V S C AmbientLightandMentalAlertness 1 Sleepresearchandergonomicsresearchhaveshownthatbrightlightingenhancesmentalalertnessandtaskperformance2 Ambientlightin uencesphysiologicalreactionswhicharecorrelatedwithalertnesslevels3 Apositiverelationshipbetweenmentalalertness attention andcognitiveperformance Indim vs bright ambientlight consumerswillbelessalertmentallyandthuswillexertreducedcognitiveprocessingwhenchoosingbetweenthehealthyandunhealthyfoodoptions H1 Whengivenachoicebetweenhealthyandunhealthyoptions consumershavegreaterpreferenceforhealthyoptionswhenambientlightluminanceisbright vs dim D AmbientLight Self PresentationFocusandInhibition Self presentationisenhancedinthepresenceofbrightlight consistentwithH1 sprediction Consumerdecisionmakingtendstobemoredisinhibitedindim vs bright ambientlight makesimilarpredictionsasH1 Reducedmentalalertnesscanleadtodisinhibition Self presentationfocusin uencesinhibition H1predictshigherpreferenceforthehealthieroptionwhenambientlightisbright vs dim Part2 FiveStudies Fourdifferentlocationsofarestaurantchain 6 8P M Study1A HowAmbientLightInfluencesFoodOrderinginRestaurantChains Towdim 25lux VSTwobright 250lux 160RestaurantPatronsFemale Male 51 49 AFieldExperiment ASingleFactor brightvsdim HealthyFoodGrilledandBakedFishWhiteMeat chickenandturkey Vegetables MenuItemsTheyOrdered Study1A HowAmbientLightInfluencesFoodOrderinginRestaurantChains AlertnessLevel areverse codedmeasure AgeinBrackets HealthyFoodGrilledandBakedFishWhiteMeat chickenandturkey Vegetables UnhealthyFood HealthyFood UnhealthyFood ComputetheOrderedFood sCalorie UnhealthyFoodRedMeat beefandpork TheContent TheStandard TheEffectsofGender MediationTests HealthyFoodGrilledandBakedFishWhiteMeat chickenandturkey Vegetables OrderedHealthyFood BrightVSDim 52 44VS34 62 Study1A HowAmbientLightInfluencesFoodOrderinginRestaurantChains TherewasnoInteractionEffectbetweenGenderandAmbientLightonFoodChoice MentalAlertnessMediatestheEffectsofAmbientLightonFoodChoicesandCaloriesPurchased CorrelationalEffect ConsistentwithH1 OrderedHealthyFood FemaleVSMale 49 35VS37 84 MentalAlertness BrightVSDim 5 28VS3 99 Results Statistics OverallCalories Dim Bright 38 85 100CalorieOreosChocolate CoveredOreos Study1B ReplicationinLabSetting TowDim 10lux VSTwoBright 900lux 130UniversityStudentsFemale 53 5 AverageAge 23 ASingleFactor brightvsdim HealthyFoodGrilledandBakedFishWhiteMeat chickenandturkey Vegetables PreferenceforFoods Study1B ReplicationinLabSetting InhibitionMeasure ByLevelofAgreement MentalAlertness ADigitalSpanTask TheContent 25Numbers 4SetsTheFirstSet 5NumbersTheSecondSet 6NumbersTheThirdandFourthSet 7NumbersDisplayedinHalfaSecondReproducetheNumbersintheExactOrder HealthyFoodGrilledandBakedFishWhiteMeat chickenandturkey Vegetables PreferenceforHealthyFood BrightVSDim 68 12VS49 18 Study1B ReplicationinLabSetting TherewasnoInteractionEffectbutaMainEffectbetweenGenderandAmbientLightonFoodChoice InhibitionisnotaDominantFactorinInfluencingtheEffectsofAmbientLightonFoodChoices ConsistentwithFindingsinStudy1A PreferenceforHealthyFood FemaleVSMale 66 18VS49 15 BehavioralInhibition BrightVSDim 5 60VS5 46 Results Statistics ReproducingNumbers Bright Dim 10 94 9 98 GranolaBarChocolate Study1C OrderingOutLoud 71UniversityStudentsFemale 47 7 AverageAge 22 TheOnlyDifferencefromStudy1B OrderingFoodAloud ReductionofPerceivedAnonymityEnhancesInhibition TheAmbientLightforEachSessionwasRandomlyDetermined HealthyFoodGrilledandBakedFishWhiteMeat chickenandturkey Vegetables IndicatingPreferenceforFoodsAloud Study1C OrderingOutLoud IndicatingResponseontheSurvey TheContent HealthyFoodGrilledandBakedFishWhiteMeat chickenandturkey Vegetables PreferenceforHealthyFood BrightVSDim 54 29VS30 56 Study1C OrderingOutLoud TherewasnoInteractionEffectandMainEffectbetweenGenderandAmbientLightonFoodChoice HighlightHowMentalAlertness asOpposedtoInhibitionislikelytoHaveBeenaMoreDominantForceinDeterminingtheOutcomesofStudies1A 1B ConsistentwithFindingsinStudy1A 1B Results Statistics TheRoleofMentalAlertness H2 Underregularmentalalertnesslevels whengivenachoicebetweenhealthyandunhealthyoptionswhenambientlightluminanceisbright vsdim Underenhancedmentalalertness theseeffectsareattenuated wherebythepreferencepatternisthesameacrossbrightanddimambientlights BakedPotatoFries Study2A Placebo InducedMentalAlertness 353UniversityStudentsFemale 49 6 AverageAge 23 A2 brightvsdim 2 mentalalertnesslevel regularvshigh between subjectsexperiment Manipulatementalalertnesslevelthroughplaceboeffectsassociatedwithsamplingabeverage Inthehigh alertnessconditions participantsaretoldthatthebeveragecontainedahighlevelofcaffeine whileintheregular nosuchstatement HealthyFoodGrilledandBakedFishWhiteMeat chickenandturkey Vegetables APretest Findwhetherprovidingsuchastatementindeedenhancesmentalalertness aseven pointscale Study2A Placebo InducedMentalAlertness Questionsaboutthetasteofthebeverage MentalAlertness aseven pointscale TheContent TheChoiceofFood HealthOrientation Disagree Agree HealthyFoodGrilledandBakedFishWhiteMeat chickenandturkey Vegetables ChoiceforHealthyFoodwithRegularMentalAlertness BrightVSDim 49VS32 76 Study2A Placebo InducedMentalAlertness TherewasnoInteractionEffectandMainEffectbetweenGenderandAmbientLightonFoodChoice WithBrightAmbientLight theChoicePatternforHealthyversusUnhealthyItemsRemainedtheSameIrrespectiveofWhethertheAlertnessLevelwasRegularversusHigh butwithDimAmbientLight TherewasGreaterPreferencefortheHealthyOptionwhenMentalAlertnesswasEnhanced ConsistentwithH2 ChoiceforHealthyFoodwithHighRegularMentalAlertness BrightVSDim 46 27VS54 12 Results Statistics RaisinsandM M s Study2B InducedAlertnessDirectly 149UniversityStudentsFemale 53 AverageAge 22 A2 brightvsdim 2 inducedmentalalertness regularvsenhanced between subjectsexperiment Intheenhancedmentalalertnessconditions manipulatementalalertnessbyaskingparticipants atthebeginningofthestudy tobementallyalertwhileundertakingthetasksinthestudy Nosuchstatementsintheregularmentalalertnessconditions HealthyFoodGrilledandBakedFishWhiteMeat chickenandturkey Vegetables Study2B InducedAlertnessDirectly MentalAlertness aseven pointscale TheContent TheChoiceofFood HealthyFoodGrilledandBakedFishWhiteMeat chickenandturkey Vegetables ChoiceforHealthyFoodwithno alertness inducementBrightVSDim 27 45VS7 5 Study2B InducedAlertnessDirectly TherewasnoInteractionEffectandMainEffectbetweenGenderandAmbientLightonFoodChoice Self reportedmentalalertnesslevelwashigherforbrightambientlightintheabsenceofinducedalertness withtheeffectsbecomingattenuatedwhenalertnesswasinduced ConsistentwithStudy2A ChoiceforHealthyFoodwithMentalAlertnessEnhanced BrightVSDim 28VS30 3 Results Statistics Forbrightambientlighting mentalalertnesslevelwashighbydefault andthusenhancingalertnessdidnothaveanyeffects Incontrast fordimambientlighting enhancingmentalalertnessincreasedpreferenceforthehealthyitem Part3 GeneralDiscussion Consumershavegreaterpreferenceforunhealthyoptionswhentheluminanceofambientlightisdim vsbright Dim vsbright ambientlightingalsoleadstohighervolumeofcalorieconsumption Thepresentresearchisthe rsttoexaminehowambientlightin uenceschoicesbetweenhealthyandunhealthyproductoptions Ambientlightluminanceisonlyonesuchfactorthatcannudgeconsumerstowardhealthierchoices Butrelativeeffectsofambientlightinsteadofabsoluteeffects The rststudytolinkambientlightluminancewithconsumerchoicesforhealthyandunhealthyoptions Contributiontotheincreasingliteratureontheroleofvisualcuesandavailabilityoflightorthesofteningoflightonfoodconsumption Possiblythe rststudytoex