The Temperature Premium: How Physical Warmth Increases Product Valuation

Yonat Zwebner , Hebrew University, Israel
Jacob Goldenberg , Hebrew University, Israel
Leonard Lee, Columbia University, USA
In four experiments involving the evaluation of various products and different temperature manipulations, we found that the experience of physical warmth increases product valuation, demonstrating the existence of a temperature premium. The results suggest that this effect is driven by consumers’ positive emotional response toward target products under physical warmth.
[ to cite ]:
Yonat Zwebner , Jacob Goldenberg , and Leonard Lee (2012) ,"The Temperature Premium: How Physical Warmth Increases Product Valuation ", 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: 241-245.