Physical Temperature Effects on Consumer Decision Making

Tingting Wang, Hong Kong University of Science and Technology, China
Rongrong Zhou, Hong Kong University of Science and Technology, China
The present research explores the influence of temperature experiences on consumers’ decision-making. The experiments revealed that physical coldness versus hotness enhances consumers’ tendency to buy but decreases the inclination to sell products and such effects were moderated by the strength of belief in the association between temperature and abundance.
[ to cite ]:
Tingting Wang and Rongrong Zhou (2012) ,"Physical Temperature Effects on Consumer Decision Making", 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: 1121-1121.