The Lighting and Emotions

You need to take a difficult decision? Turn off the lights! People think more rationally when in the dark. Researchers found that dimerizar the lamps can help in making more rational decisions and close negotiations with more ease.

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Contrary to what was thought in the past, that cloudy days would leave a person down and clear days even let excited, a study at the University of Toronto Scarborough revealed that both positive and negative emotions are felt more intensely the greater clarity where the person is.

Some decisions are so difficult that even after analyzing them from every possible angle, still no obvious answer. Dimerizar the lights for example, can help you make an informed decision.

Scientists claim that turn off the lights reduces the emotional intensity, allowing you to keep a clear head when making difficult choices.

Alison Jing Xu, Assistant Professor of management at the University and Aparna Labroo UTSC, Northwestern University, conducted a series of studies to examine the unusual paradox of illumination and human emotions.

While other studies have shown that people can be more optimistic about the stock market on sunny days and overcast days may result in seasonal affective disorder, Professor Xu found that: “on sunny days, people prone to depression are really more depressed”.

To investigate the phenomena between lighting and emotions, the researchers asked the participants of the experiment to evaluate a wide range of things under different lighting conditions, such as:

  • the hot sauce used in chicken wings;
  • the aggressiveness of a fictional character;
  • how attractive a person considered was;
  • your feelings about specific words;
  • and the taste of two juices.

They found that the emotions are more intense when the lights were brightest, so that the sauce seemed more ardent, the fictional character seemed more aggressive, people considered most attractive, they appeared to feel better with the positive words and worst with negative and drank more of the juice, for example.

Professor Xu believes the effect of bright light on our emotional guidance system might have something to do with the result of light be perceived as heat-and the perception of heat can trigger our emotions.

“The bright light intensifies the initial emotional reaction that we have different types of stimuli including the products and people,” she said.

Most decisions are made daily in daylight, but the researchers found that lower the lights can help people make decisions more rational and unsettled negotiations with more ease.

According to Professor: “traders can also adjust the brightness levels in the retail environment, according to the nature of the products for sale. If you are selling products emotionally expressive, such as flowers or engagement rings, would make more sense to leave the shop the brightest possible. ”

She thinks that the effect is strongest in brighter days around noon, when the sunlight is more abundant and in geographic regions that experience more sunny days than cloudy days.

And you believe that the lighting and the emotions are linked directly as presented? Leave your comment!

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