bright light may breed stronger emotions
According to researchers at the University of Scarborough in Toronto, bright light can make us more emotional.
Good or bad.
Let\'s experience the positive and negative feelings more strongly.
These findings seem to contradict the widely held view that people feel happier and more optimistic on bright, sunny days and more pessimistic on dark, cloudy days.
In fact, the idea of the study was inspired by the findings that suicide rates peaked in late spring and summer, when the sun was the most abundant.
\"I was very surprised by this,\" study author Alison Xu Jing told CBC News . \".
Xu is an assistant professor of management at UTSC and Rotman School of Management.
\"Normally, I would say that if brighter days usually increase the impact of people, the suicide rate should peak in winter --
But not really. \"She said.
Xu, with colleagues in the study
Author Aparna Labroo Northwestern University in the United States. S.
Six experiments were conducted to explore the relationship between light and emotion.
Their paper is published in the Journal of Consumer Psychology.
Participants in each case were divided into two groups: some were placed in bright rooms, turned on fluorescent ceiling lights, and when others were placed in a dimly lit room, the only light comes from the computer monitor.
In an experiment, the participant obtained a script for a television advertisement, one of the fictional characters called Alex, and his behavior may be considered aggressive because he was late for work.
Participants were then asked to rate Alex based on several features.
The people in the bright room thought he was more aggressive than the people in the dim room.
In the same experiment, participants were given photos of three female models and were asked to judge their \"sexy \".
Regardless of the gender of the participants, the people in the bright room thought that the three women were \"hot\" than the women in the dim room \". “[This experiment
In their paper, the researchers wrote: \"The researchers believe that the participants\' ambiguous aggressive behavior is more positive than in dim light, and the potential sexy women are more sexy . \".
\"Therefore, strong light has a polarized judgment on both positive and negative stimuli.
Xu and laboro also came to a similar conclusion in another of their experiments: the participants in the bright room drank more delicious juice and drank less unappetizing juice.
They feel more positive about words like \"flower\" and \"smile\" and feel more negative about words like \"medicine\" or \"dentist.
\"In a surprising experiment, Xu said participants in the bright room were eager for more spicy food.
Xu said the idea of the test was because the author himself was a fan of spicy food.
\"We felt a little excited when we ate spicy things,\" Xu explained . \".
\"We want to know that if people eat spicy food because they are seeking stimulation, such as the stimulation of burning the tongue, then the bright light may amplify the emotion.
\"After showing the participants different flavors of chicken wings menu, they found that the people in the bright room chose a more spicy sauce than those in the dim room.
\"This result was predicted in theory, but it actually surprised me a bit to get it,\" Xu said . \".
The researchers believe that the psychological connection between light and emotion is related to how we perceive heat.
Xu explained that in natural science, things that humans think are brighter are warmer --
Stars, for example.
The researchers assume that if brightness is the input of perceived warmth, bright light is emitted by itself regardless of whether it is accompanied by heat or not, and may actually induce warm psychological feelings.
In an experiment, participants in a brighter room reported that the room was also warmer.
\"Then these may further amplify people\'s default mood --
That is to say, if you are happy,by]
Turn on a bright light and you will feel happier . \"
\"If you\'re sad at first, making the environment brighter will make you more sad.
Xu pointed out that their findings are based entirely on the brightness of ambient light.
When it comes to seasonal emotional disorder, people feel depressed in the winter, and there are many other factors at work, such as activity levels and time spent outside, she said.
There can be many real connections between light and emotion.
Xu said, for example, that her interest in how people make decisions is one of the motivations behind the study.
\"In the workplace, people may get involved in arguments because we have different opinions,\" she said . \".
\"Sometimes people get emotional, but it may not be the best choice for a company\'s decision-making.
In this intense situation, dimming the lights may help suppress strong emotions and make people more rational, Xu said.
Marketers can also notice, especially those who sell emotions
Products like rings or flowers.
Xu said: \"You may want to make the store as bright as possible and you don\'t want to darken it because it may reduce how people feel about your product.