Research
How can Ambient Light Displays Influence Consumer Behaviour in a Supermarket?.
Efficient selection and effective search for specific products in a supermarket requires a lot of time and knowledge about the combination of healthy and unhealthy ingredients from a customer . In
this paper, we investigate a possible influence of ambient light displays on the consumer behavior of customers in a supermarket. In particular, we focus on the issue of displaying ingredients. For this
purpose, we did a survey about relevant information for consumers. To evaluate our study, we developed an ambient light system for digital price tag and a fully virtual environment with great simulation
of shopping experience, combined with a dynamic survey. We try to identify how to help a customer to find healthy products easier and faster without disturbing or unconsciously interfering
with the shopping experience. The results of the evaluation shows clear differences to conventional display types.
