Bright lights make people more honest, altruistic and ethical, and less selfish suggests a new study.
Experiments showed that people in a brightly lit room donated more than twice as much as those in a dim room, and were more likely to offer to help others.
The researchers from National Sun Yat-sen University, Taiwan said that they provide the first experimental evidence showing that brightness appears to heighten the salience of morality to the individual, thereby leading people to perform ethical deeds, the Independent reported.
They suggest that brightness may enhance the self-importance of morality and thereby increase ethical behaviour.
The findings are published in the Journal of Environmental Psychology.