Turn the Lights On: Certain Settings Influence Human Emotion

A recent study conducted by researchers from the University of Toronto Scarborough discusses how emotional intensity may be influenced by various light settings.

For the study, lead study author Alison Jing Xu, an assistant professor of management at UTSC and the Rotman School fo Management, along with Aparna Labroo of Northwestern University, conducted a series of studies that examine lighting and emotional intensity.

"Other 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," Xu said, via a press release. "Contrary to these results, we found that on sunny days depression-prone people actually become more depressed."

For the study, researchers asked participants to rate a range of things, including the tastes of savory foods, feelings associated with specific word choices, aggressiveness of fictional characters, etc.

The results showed that under bright lights, emotions for all of these things were felt more intensely. For instance, brighter room participants requested spicier chicken wing sauce than those in darker lit rooms.

Xu said she believes that the effect of bright lights influences our emotional systems via the perception that there is more heat. As heat can trigger emotions, she notes that "Bright light intensifies the initial emotional reaction we have to different kinds of stimulus including products and people."

She also notes, via the release, that many work environments and other public areas are composed of brightly lit surroundings. Thus, turning down the light may play a key role in helping people make more rational decisions.

What do you think?

More information regarding the study can be found via the Journal of Consumer Psychology.