Lighting and Perceived Temperature: Energy-Saving Levers to Improve Store Evaluations?

Light intensity and thermal conditions have energy savings implications. Based on environmental psychology, ergonomics and in-store environment research, this study analyzes the direct and interaction effects of lighting and perceived temperature on store evaluations. Three evaluative dimensions emerged from the factor analysis: stimulation, upmarket positioning and relaxation. A 2 x 2 x 3 experiment (lighting x perceived temperature x retail outlet) shows that lighting and its interaction with perceived temperature influence stimulation and upmarket positioning. Perceived temperature has a direct impact on stimulation. The type of retail outlet (jeans, books, and furniture) affects stimulation, upmarket positioning and relaxation.