‘To LED or Not to LED?’: Using Color Priming for Influencing Consumers’ Preferences of Light Bulbs

Abstract

Recently, we have seen energy-efficient light-emitting diode (LED) light bulbs rapidly replace incandescent ones. However, results of new research are indicative of adverse health impacts of LED lighting, which is characterized by enriched blue light. Our study aims to reveal whether using color priming by attaching red/green traffic-light icons on light bulbs influences consumers’ preferences of light bulbs. We conducted a field study simulating the buying process, in which participants (N = 572) were presented with LED and carbon incandescent bulbs. We alternately displayed two pairs of bulbs: (1) in their original packaging and (2) in packages marked with traffic light icons (red = LED). Our results confirm that traffic light icons significantly (p < 0.01) increase the odds of choosing the healthier carbon bulb. The results highlight the benefits of attaching traffic light icons to light bulb packaging, helping consumers to make more health-conscientious purchasing decisions. Nowadays, this study’s contribution is more significant due to COVID-19 restrictions and stay-at-home policies, since people work or study remotely, which increases their exposure to household lighting. These results may incentivize policymakers to enforce adding traffic light icons to light bulb packaging, thus encouraging LED light bulb manufacturers to reduce the blue light component in order to improve the health aspect of their bulbs.