Effect of illumination on perceived temperature

Abstract

The widely known hue-heat effect, a multisensory phenomenon between vision and thermal sensing, is a hypothesis based on the idea that light and colors affect perceived temperature. However, the application of this effect has not been prevalent in our daily lives. To work towards developing more practical use of the hue-heat effect, we conducted a series of psychophysical experiments to investigate the relationship between perceived temperature and illumination in a well-controlled experimental environment. The results showed that illumination had three types of effects to change our sense of coolness/warmness: creating, eliminating, and exchanging effects. Furthermore, we confirmed the existence of two distinctive time courses for the three effects: creating effect started immediately, but the eliminating effect takes time. These findings provide us with a better understanding of the hue-heat effect and enable us to apply it in everyday life. Paired with the new technologies it can also help with energy conservation.

Ambient Temperature in Online Service Environments

“…Second, we contribute to the literature on cross-modal inferences by extending the focus from products to environments, specifically, online representations of servicescapes. This focus extends the nascent stream of research which has typically focused on offline environments (e.g., Tsushima et al 2020) and sensory correlates of ambient temperature (e.g., Krishna, Elder, and Caldara 2010; Lefebvre and Biswas 2019; Wang and Spence 2017; Wnuk et al 2017). Third, research has started applying the warmth-competence model of social cognition to service contexts (e.g., Li, Chan and Kim 2019; Jha et al 2020; Güntürkün, Haumann, and Mikolon 2020).…”

“…Study 2 employed a one-factorial (ATOS: high vs. low) between-subjects experimental design with 360VTs of two cafés. Accounting for established cross-modal correspondences of ambient temperature (Spence 2020), especially illumination (Tsushima et al 2020), the tours were selected from a set of six 360VTs pretested with members of a consumer panel (N = 31). Two coffee shops, Café Bella Vita (low ATOS: https://mpembed.com/show/?m = Dvw3veksqdb) and Rainforest Café Woodfield (high ATOS: https://rebranding360.…”

“…illuminance and color temperature as drivers of perceived temperature (Tsushima et al, 2020). While previous research has focused more on cross-modal inferences in physical settings (i.e., Hong and Sun, 2012), and has examined sensory correlates of temperature such as sound properties (e.g., Wang and Spence, 2017) and olfactory cues (e.g., Krishna, Elder, and Caldara, 2010;Lefebvre and Biswas, 2019;Wnuk et al 2017), we provide insight on the capacities of online servicescapes to shape temperature perception and impact consumer behavior.…”

“…Warmth can be visually projected by color and material of a store's interior design (Baek, Choo, and Lee 2018). Psychophysical experiments point at two dimensions of a room's illumination (i.e., illuminance [in Lux], and color temperature [in Kelvin]) as drivers of perceived temperature (Tsushima et al 2020). Brighter illumination and lower color temperatures (white, light blue) relate to cooler temperatures, whereas dimmer illumination and warmer colors (orange) lead to perceptions of higher ambient temperature (Tsushima et al 2020).…”

Sensehacking the guest’s multisensory hotel experience

“…5 The presence of a pleasant ambient fragrance may exert a positive influence on social interaction ( Zemke and Shoemaker, 2007 ; Zemke and Shoemaker, 2008 ). Similarly, it turns out that thermal comfort is not determined only by the ambient temperature/humidity of a space, but also by the colour/lighting ( Tsushima et al, 2020 ; see Spence, 2020b , for a review). Furthermore, it has been suggested by practitioners that lighting levels (e.g., in the hotel’s corridors) can even bias how loudly guests speak.…”