Bright Shadows, Fresh Appeal: How Shadow Brightness Shapes Perceptions of Fresh Products

Authors

• Jonghee Kum, PhD Student, SKK Business School, Sungkyunkwan University, Seoul, KoreaFollow
• Hyewon Cho, Assistant Professor of Marketing, Meehan School of Business, Stonehill College, Easton, MA, USAFollow
• Hyejin Lee, Associate Professor of Marketing, SKK Business School, Sungkyunkwan University, Seoul, KoreaFollow

Abstract

This study examines how shadow brightness (light vs. dark) influences consumer responses to fresh products across four studies. Studies 1a and 1b demonstrate that consumers evaluate fresh products with light shadows more favorably compared to those with dark shadows. Study 2 identifies the underlying mechanism, showing that light shadows increase perceived wholesomeness, which positively affects consumer responses. Study 3 tests a boundary condition, revealing that the positive impact of light (vs. dark) shadows is pronounced for uncooked products but reduced for cooked products. These findings contribute to a better understanding of the influential role of visual elements in shaping consumer perceptions. They also offer practical insights for marketers by suggesting that using light shadows for uncooked fresh products can improve consumer perceptions, increase perceived wholesomeness, and ultimately enhance consumer responses.

Recommended Citation

Kum, Jonghee; Cho, Hyewon; and Lee, Hyejin (2026) "Bright Shadows, Fresh Appeal: How Shadow Brightness Shapes Perceptions of Fresh Products," Asia Marketing Journal: Vol. 28 : Iss. 3 , Article 3.
Available at: https://doi.org/10.53728/2765-6500.1687

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 License.