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Dim lighting is usually associated with relaxation, and winding down after work.

But scientists now claim that by harnessing the subduing effect on emotions caused by dim lights.

Therefore, by dimming the lights, people become more rational, negotiate better and are therefore able to make better decisions.

Alison Jing Xu, assistant professor of management at University of Toronto Scarborough and Aparna Labroo of Northwestern University, made the findings by examining the link between lighting and human emotion,PsychCentral reported.

Participants in the study were asked to rate under different lighting settings subjects including the spiciness of chicken-wing sauce, how aggressive a fictional character was being, how attractive someone was and the taste of two juices.

All of their reactions were intensified in bright light, a phenomena which Professor Xu attributes to the body perceiving light as heat, which can trigger emotions.

"Bright light intensifies the initial emotional reaction we have to different kinds of stimulus including products and people," she said.

In fact, they found that bright light intensifies feelings so dramatically that people prone to depression “actually become more depressed” on sunny days, according to Professor Xu.

Professor Xu said: ‘Marketers may also adjust the lightening levels in the retail environment, according to the nature of the products on sale.

"‘If you are selling emotional expressive products such as flowers or engagement rings it would make sense to make the store as bright as possible," she said.

昏暗的燈光總是給人一種工作后盡情放松的感覺。

科學家現在認為昏暗的燈光會對人們的情緒有鎮靜效果。

在昏暗燈光下，人們更理智，更易于協商所以能夠做出比較好的決策。

多倫多大學士嘉堡校區管理學助理教授艾莉森·徐京（Alison Jing Xu）與來自美國西北大學的Aparna Labroo 進行了一系列研究，以檢驗燈光與人類情感之間非同尋常的聯系。

在這個研究中的參與者被要求評價在不同的燈光背景下的物品，這些物品包括雞翅醬的辛辣程度、一個虛構人物的暴力程度、某人的吸引力和兩種果汁的味道。

所有參與者的情緒在明亮的燈光下都很強烈。這一現象，徐教授認為可能是身體感知光就像是熱度一樣，能夠引起人們的情緒。

她表示：“明亮的光線加劇了我們對包括人和物在內的不同刺激的最初情感反應。”

實際上，他們發現明亮的光線可以很強烈的加劇情感反應，讓有抑郁癥的人變得更加抑郁特別是在晴朗的天氣。徐教授這么說。

徐教授還說：“營銷人員可以在真實的環境中根據產品的性質調整光線的明暗程度。”

“如果你是賣有情感表達需求的產品，比如鮮花或者訂婚戒指，那么就要把房間弄得越亮越好，這樣銷量才會好。”徐教授這么說。