Effects of Blue Lighting in Ambient and Mobile Settings on the Intention to Buy Hedonic and Utilitarian Products

Abstract

ABSTRACT According to multidisciplinary research, the blue light has important consequences for human beings’ productivity and well‐being, as it positively influences their circadian, endocrine, and neurobehavioral functions. This paper examines how blue light—in both the physical environment and a mobile display—influences consumers’ purchase intentions in mobile shopping. Specifically, this paper proposes that consumers who are exposed to certain conditions of blue lighting (identified by an emission spectrum centered at 460 nm; i.e., “actinic blue”), in either a room environment or via a smartphone, are more inclined to purchase hedonic rather than utilitarian products. After describing the study, which compares the effects of blue lighting to more traditional white lighting (identified with an emission spectrum centered at 635 nm; i.e., “warm white”), the paper discusses results, alongside the implications for theory, marketing practice, and future research.