Physical Warmth and Following the Crowd: the Effect of Ambient Temperature on Preference For Popularity

Xun (Irene) Huang, Chinese University of Hong Kong, China
Meng Zhang, Chinese University of Hong Kong, China
Michael K. Hui, Chinese University of Hong Kong, China
Robert S. Wyer, Chinese University of Hong Kong, China
Four laboratory studies showed that ambient temperature increases consumers’ propensity to conform to others, and that this is true regardless of whether their motive is social or economic. These effects were mediated by perceived social closeness. The effect of ambient temperature was also evident in betting behavior at the racetrack.
[ to cite ]:
Xun (Irene) Huang, Meng Zhang, Michael K. Hui, and Robert S. Wyer (2012) ,"Physical Warmth and Following the Crowd: the Effect of Ambient Temperature on Preference For Popularity", 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.