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ISSN : 1229-8778
Many non-conscious factors are at play in consumer environments such as shopping centers and malls. These non-conscious sensory stimuli can affect consumers’ product evaluations. Therefore, this study focused on non-conscious factors to examine whether illuminance level, product type, and gender influence consumers’ product evaluations such as psychophysiological responses (Skin Conductance Level, Heart Rate), product attitudes, and purchase intention. The results produce several findings. First, people offered better product evaluations when under a bright light than when under a dimmed light, an effect moderated by product type. Thus, when private products were under a bright light, people displayed high affective responses: they were more aroused and distracted. When public products were under a dimmed light, people showed low product attitudes. Males were more affected by illuminance level than were female participants. This study explored the effects of non-conscious factors on consumers’ decision making and produced significant results using the objective approach to product evaluation. These results provide implications for product display and consumer environment design strategies.
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