New research from our Department of Psychology has discovered a link between loneliness and people’s light preferences.
The research has been led by Professor Fuschia Sirois in collaboration with Dr Yanan Wang, Williams School of Business, Canada.
The research shows for the first time that people experiencing loneliness prefer objects displayed against light rather than dark backgrounds.
Drawing on data from across six studies, the researchers asked 1,725 participants from the UK and Canada to choose items presented with varying light and dark backgrounds.
They found that individuals with loneliness consistently selected items displayed against a lighter, brighter background when choosing everyday items, such as desks, sunglasses or water bottles.
Notably, this preference only appeared when participants were choosing for themselves. It disappeared entirely when they were selecting for someone else.
The research found that this preference primarily stems from darkness reminding them of their feelings of loneliness, which can undermine an individual’s self-esteem.
By choosing lightness instead people align themselves with an idealised, non-lonely version of themselves, reducing this perceived threat to their identity.
This research reveals a novel link between loneliness and lighting preferences, demonstrating the wider impacts of loneliness on things like decision-making.
The researchers note that even subtle lighting effects could impact decisions among people experiencing either temporary or more persistent loneliness. Professor Sirois suggests these findings could explain why someone feeling lonely may avoid darker environments.
The findings offer valuable insights for retailers, particularly in advertising, product marketing and product placement strategies.
This latest research builds on Professor Sirois’ wider work exploring how loneliness affects health, well‑being and the everyday decisions that shape both.
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