Dining in dimly lit restaurants has been linked to eating slowly and ultimately eating less than in brighter restaurants, but does lighting also impact how healthfully we order?
New research findings forthcoming in the Journal of Marketing Research illustrate that those dining in well-lit rooms are about 16-24% more likely to order healthy foods than those in dimly lit rooms. Furthermore, the researchers found evidence that this effect is due mainly to the level of diners’ alertness. “We feel more alert in brighter rooms and therefore tend to make more healthful, forward-thinking decisions,” explains lead author Dipayan Biswas, PhD, University of South Florida.
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