Lighting can have a significant influence on product appearance, and therefore on product perception. Multiple studies showed this influence of retail lighting (e.g. Baker et al., 1992; Quartier et al., 2014b). However, existing research into the influence of lighting on product perception is somewhat insufficient, therefore the goal was to gain more insights into this influence in the online retail context. Physical qualities of light can be measured (e.g. illuminance, colour temperature), however, the actual effect of lighting on the perceiver determines if a lighting concept is successful. Kelly (1952) first described a series of functions that lighting had to meet to serve the needs of the perceiver, and distinguished three functions: ambient, focus, and brilliance. This perception-based design approach still forms the principle of qualitative lighting design, and formed the basis for the conditions in this current study. Diffused lighting (ambient), directed lighting (focus), and a combination of both examined the influence of diffuseness. A fourth condition examined the influence of luminosity/brightness (the diffused and directed condition was brightened).
Product perception was measured as perceived product value, which can be distinguished into expressive (aesthetic and symbolic value) and utilitarian values (functionalities, ease of use, and perceived quality). Oh et al. (2016) found a positive relation between processing modes (global vs local) and lighting (holistic vs focus). It was expected that the ratings of expressive values and perceived quality would increase in diffused lighting, as these values are generally processed more ‘holistically’ and consumers will focus on the products’ global impression (perceived quality is a more utilitarian value, yet it is generally processed more ‘holistically’). Besides, it was expected that utilitarian values would increase in directed lighting, since these are generally processed more analytical as consumers will focus on product details. Based on literature about product perception, kitchen scales were selected as stimuli, and four specific scales were chosen based on a form study, collages, and a morphological chart. They were divided into more hedonic/expressive and more utilitarian scales, and all varied, among others, in form, buttons, material(s), and glossiness. This study was a 4 (products) x 4 (lighting conditions) mixed experimental design, and 113 participants were assigned to one of the conditions. Via an online questionnaire, participants gave product evaluations based on statements corresponding with the value dimensions, which were derived from literature. Besides, the HED/UT scale of Voss et al. (2003) measured hedonic and utilitarian value dimensions towards this product category. Two significant main effects were found between conditions. Perceived quality was evaluated most positive in the diffused and directed condition, and ease of use in the ‘brighter’ condition. This indicates that a combination of diffused and directed lighting was preferred in the perception of these value dimensions. Nowadays, (online) retailers often use professional light boxes/lighting solutions for photography, which often only create diffused lighting. Directed lighting is needed to make glossy objects look shiny, creates highlights and shadows, and makes details more clearly visible. Generally, it is recommended to use diffused and directed lighting for product photography.