Will People Express More Or Less Conformity When They Feel Warm? the Moderating Role of Self-Construal

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
We propose that high ambient temperature can either increase or decrease consumers’ conformity tendency, depending on people’s default level of perceived social closeness between self and others. Specifically, independent people conform more when it is warm whereas interdependent people conform less in this condition.
[ to cite ]:
Xun (Irene) Huang, Meng Zhang, Michael K. Hui, and Robert S. Wyer (2012) ,"Will People Express More Or Less Conformity When They Feel Warm? the Moderating Role of Self-Construal", 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: 1122-1122.