Loneliness and preferences for objects in light versus dark background lighting

When presented with temperature related options that metaphorically reflect loneliness or non-loneliness, lonely people choose the non-lonely option. Less is known about the reasons for this preference, or whether it also extends to the visual domain. Across six experiments (Total N = 1,725) we investigate whether background lighting that evokes a conceptual metaphor of loneliness activates undesired self-schemas and motivates preferences for objects presented with bright versus dark background lighting.

Studies 1-2 found that chronic and state loneliness were associated with preferences for objects in brightness rather than darkness. Study 3 replicated results from Study 2 and provided evidence for the idea that lonely people do not prefer objects in darkness because they evoke a negative self-congruity with the object. Study 4 demonstrated that engaging in conscious information processing of dark background lighting eliminated the effects of loneliness on object preference and the associated negative emotions. Studies 5 and 6 provided evidence that the effects of loneliness were only for objects that had self-referent salience, supporting an ideal self-object congruity hypothesis.

This research reveals a novel link between loneliness and lighting preferences, and as such advances understanding of the metaphorical mapping of loneliness, and the implications of individual differences in loneliness for decision-making and consumer behavior.