Cooling Down Or Heating Up With Emotions: How Temperature Affects Customer Response to Emotional Advertising Appeals

Pascal Bruno, University of Cologne, Germany
Valentyna Melnyk, The University of Waikato, New Zealand
Franziska Völckner, University of Cologne, Germany
Drawing on embodied cognition research, we empirically test a new moderator of consumers’ responses to advertising: temperature. We find that cold physical temperature enhances consumers’ attitudes towards emotionally warm ads; warm physical temperature decreases consumers’ responses to emotionally warm ads and instead enhances consumers’ attitudes towards emotionally cold ads.
[ to cite ]:
Pascal Bruno, Valentyna Melnyk, and Franziska Völckner (2012) ,"Cooling Down Or Heating Up With Emotions: How Temperature Affects Customer Response to Emotional Advertising Appeals", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 651-652.