Mental Thermoregulation: Affective and Cognitive Pathways For Non-Physical Temperature Regulation

Rhonda Hadi, Baruch College, USA
Lauren Block, Baruch College, USA
Dan King, National University of Singapore Business School, Singapore
We examine the effect of experienced physical temperature on an individual’s decision-making process. We suggest that reliance on emotions can function as a psychologically-warming process while reliance on cognitions can function as a psychologically-cooling process, and thus individuals may alter their decision-making style according to their thermoregulatory objectives.
[ to cite ]:
Rhonda Hadi, Lauren Block, and Dan King (2012) ,"Mental Thermoregulation: Affective and Cognitive Pathways For Non-Physical Temperature Regulation", 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: 42-47.