Warm It Up With Love: the Effect of Physical Coldness on Liking of Romance Movies

Jiewen Hong, HKUST, Hong Kong
Yacheng Sun, University of Colorado, USA
Are romance movies more desirable when people are cold? Results from three experiments show that physical coldness leads to increased liking for romance movies. Furthermore, using a dataset of online movie rentals and historical temperature data, we found a negative relationship between weather temperature and consumption preference for romance movies.
[ to cite ]:
Jiewen Hong and Yacheng Sun (2011) ,"Warm It Up With Love: the Effect of Physical Coldness on Liking of Romance Movies", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 98-99.