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Assistant Professor Alison Jing Xu (photo by Ken Jones)

Bright lights intensify your emotions (negative and positive) study shows

Softer lighting may encourage calmer, more rational decision-making

The next time you want to turn down the emotional intensity before making an important decision, consider dimming the lights first.

A new study from the University of Toronto Scarborough shows that human emotion, whether positive or negative, is felt more intensely under bright light. Alison Jing Xu, assistant professor of management at UTSC and the Rotman School of Management, along with Aparna Labroo of Northwestern University, conducted a series of studies to examine the unusual paradox of lighting and human emotion.

鈥淥ther evidence shows that on sunny days people are more optimistic about the stock market, report higher wellbeing and are more helpful while extended exposure to dark, gloomy days can result in seasonal affective disorder,鈥 says Xu. 鈥淐ontrary to these results, we found that on sunny days depression-prone people actually become more depressed,鈥 she says, pointing to peaks in suicide rates during late spring and summer when sunshine is abundant. 

Xu and Labroo asked participants to rate a wide range of things鈥攖he spiciness of chicken-wing sauce, the aggressiveness of a fictional character, how attractive someone was, their feelings about specific words, and the taste of two juices鈥攗nder different lighting conditions.

The results: under bright lights emotions are felt more intensely. In the brighter room participants wanted spicier chicken wing sauce, thought the fictional character was more aggressive, found the women more attractive, felt better about positive words and worse about negative words, and drank more of the 鈥渇avourable鈥 juice and less of the 鈥渦nfavourable鈥 juice.

Xu says the effect bright light has on our emotional system may be the result of it being perceived as heat, and the perception of heat can trigger our emotions.

鈥淏right light intensifies the initial emotional reaction we have to different kinds of stimulus including products and people,鈥 she says.

The majority of everyday decisions are also made under bright light. So turning down the light may help you make more rational decisions or even settle negotiations more easily.

鈥淢arketers may also adjust the lightening levels in the retail environment, according to the nature of the products on sale,鈥 says Xu. 鈥淚f you are selling emotional expressive products such as flowers or engagement rings it would make sense to make the store as bright as possible.鈥

Xu notes the effect is likely to be stronger on brighter days around noon when sunlight is the most abundant and in geographic regions that experience sunnier rather than cloudier days.

The research is published in the current edition of the .

Don Campbell is a writer with the University of Toronto Scarborough.

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