Influence of Warm (Versus Cool) Temperatures on Consumer Choice: a Resource Depletion Account

Amar Cheema, University of Virginia, USA
Vanessa M. Patrick, University of Houston, USA
Across four studies, we find that extended exposure to warm (versus cool) temperatures is depleting, hampering performance on complex choice tasks. Speaking to the process, we demonstrate that warm temperatures lead to poor performance on complex tasks because of an increased reliance on System 1 (heuristic) processing.
[ to cite ]:
Amar Cheema and Vanessa M. Patrick (2012) ,"Influence of Warm (Versus Cool) Temperatures on Consumer Choice: a Resource Depletion Account", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 42-47.