Work

The temperature premium: Warm temperatures increase product valuation

Year: 2013

Type: article

Abstract: A series of five field and laboratory studies reveal a temperature‐premium effect: warm temperatures increase individuals' valuation of products. We demonstrate the effect across a variety of products using different approaches to measure or manipulate physical warmth and different assessments of product valuation. The studies suggest that exposure to physical warmth activates the concept of emotional warmth, eliciting positive reactions and increasing product valuation. Further supporting the causal role of emotional warmth, and following prior research relating greater positive feelings to reduced distance, we find that warm temperatures also reduce individuals' perceived distance from the target products.

Source: Journal of Consumer Psychology

DOI: 10.1016/j.jcps.2013.11.003

Authors: Yonat Zwebner, Leonard Lee, Jacob Goldenberg

Institutions: Hebrew University of Jerusalem, Columbia University, Reichman University

Language: English

Topic: Consumer Retail Behavior Studies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W1965007771

FWCI: 10.88

Cites: 41

Cited by: 132

Related to: 10