Recent research in the field of neuroscience shows that purchase decisions at the point of sale (POS) are taken up to 95% subconsciously and are primarily dependent on emotional factors. However, until now, the effect of light in retail spaces had only been assessed using interviews, which did not take into account the crucial role played by the subconscious part of the brain during decision making. For this reason, Zumtobel teamed up with Gruppe Nymphenburg to initiate a laboratory study that would empirically measure the emotional influence of light on consumers.
For the Limbic Lighting® laboratory study, researchers used a Limbic® model that was developed by Gruppe Nymphenburg to focus on the complex emotional personality structures of consumers. Participants were therefore divided into one of seven personality categories known as Limbic® Types: Open-Minded, Hedonist, Adventurer, Performer, Disciplinarian, Traditionalist or Harmoniser. The aim of this research project was, at the first stage, to gain verifiable insights into how these seven groups respond to different lighting scenarios at the POS. The Limbic® Emotional Assessment (LEA), a method devised by Gruppe Nymphenburg, was specifically utilised to help achieve this aim, making it possible to measure even the slightest physical reactions.
Learn more about Limbic® Lighting and download the whitepaper.
Zumtobel. The light.
To be continued. In the next chapter, find out more about the method Limbic® Emotional Assessment (LEA).