Are your price perceptions being manipulated by shop lighting?

Following our recent blog on the effects of atmospherics on consumers, Emotional Logic conducted an experiment to test the effects of different coloured lighting on price perception. We split a cohort of participants into two groups, showing all participants a series of different products. One group was shown the products in a blue light; the other group was shown the products in a red light. They were then asked to sample an unbranded drink.

In a red light, the average price of products was rated lower 60% of the time, compared to the same set of products in a blue light. Also in a red light, people rated an unnamed drink as, on average, 16% cheaper, with 14% more people saying that they were likely to buy it than when in a blue light.

In both light colours, participants were much less likely to buy a range of products in a more intense red light 100% of the time. This suggests that light intensity is negatively correlated with positive consumer reactions:
The brighter the light, the more negative the shopping environment.

Keep an eye out for one of our later blogs about our experiment on the effects of red and blue lighting on taste perception.