The Effects of Dressing Room Lighting on Consumers' Perceptions of Self and Environment

A positive experience in a retail store dressing room is a key part of the purchase decision process. Poor atmospherics can negatively affect the shopping experience and result in lost sales. Even though the importance of dressing room lighting has been acknowledged, no empirical studies have been done in this area. The purpose of this study was to examine the effects of dressing room lighting direction on states of arousal and pleasure, and on shopper self‐evaluation and dressing room assessment. In this field study conducted at a local area boutique, 60 female participants between the ages of 18 and 35 years were randomly assigned to one of two dressing rooms; overhead and frontal lighting. The participants were asked to shop for a few different outfits, try them on, and complete the questionnaires in the dressing room. Data were analyzed using independent sample t ‐tests, revealing statistical significances for dimensions of self‐evaluation ( p = 0.003) and dressing room evaluation ( p = 0.002). The quantitative results indicate that dressing room lighting direction has a specifically strong effect on facial shadowing and perceived roominess, for which frontal lighting is superior. Qualitatively, the results indicate that though some prefer overhead lighting, frontal lighting is generally preferred for self‐ and dressing room evaluations. Designers may consider using frontal lighting instead of overhead lighting unless they can use both to achieve the most universally acceptable shopper experience.