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Priming & Exposure
Entry #0747
The reason a bright entrance makes the rear of the store feel calm
A brightly lit entrance establishes a high-arousal baseline, so the dimmer rear of the store feels calmer by contrast, encouraging slower browsing and longer dwell time.
Adept
The hidden part
#0747
A bright door makes a dim aisle feel like a retreat. The shopper slows down and credits the ambiance — not the gradient.