Loneliness and preferences for objects in light versus dark background lighting

Introduction: = 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. Methods and results: 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. Conclusion: 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.