Curiosity under bright light: The influence of bright lighting on new product adoption

This paper examines the effect of lighting conditions in the decision environment on new product adoption. Drawing on prior research, we propose that bright lighting evokes a desire to explore, which is echoed by the novel target for exploration offered by a new product. This match between desire to explore and target for exploration results in high curiosity toward the new product and leads to greater new product adoption. We provide robust evidence to support the positive effect of bright lighting on new product adoption across six studies and confirm the mediating role of new product curiosity. We identify the level of product novelty as a boundary condition of this effect. Specifically, the positive effect of bright lighting is realized when the product novelty is high, and it is attenuated or even reversed when the product novelty is low. These findings contribute to the literature on new product adoption and the effect of atmospherics on decision-making, offering readily applicable implications for marketing managers in designing retail atmospheres and promoting new products.