Less light, better bite: How ambient lighting influences taste perceptions

Atmospheric factors within a retail environment provide efficient and effective methods for influencing customer behavior. Drawing on the concept of sensory compensation, this research investigates how ambient lighting influences taste perceptions. Three studies demonstrate that dim enhances The results Studies 1a 1b support low positively consumers' perceived single dimension foods (e.g., sweet). Study 2 shows number dimensions sweet vs. salty) stimulated serves as boundary condition, attenuating significant effect • investigate cross-modal relationship between visual gustatory senses. Dim evaluations result compensation. evaluation is moderated by food.