Embodied Cognition and Social Consumption: Self-Regulating Temperature Through Social Products and Behaviors

Seung Hwan (Mark) Lee, Colorado State University, USA
Jeff Rotman, Ivey Business School, Western University, Canada
Andrew W. Perkins, Western University, Canada
Individuals self-regulate lack of interpersonal warmth by substituting physical warmth. Four experiments suggest that physical/psychological temperature act as motivators to self-regulate in order to achieve a “steady state”, that the link between physical and perceived interpersonal temperature is bi-directional, and that consumption behaviors act as a source for self-regulation.
[ to cite ]:
Seung Hwan (Mark) Lee, Jeff Rotman, and Andrew W. Perkins (2013) ," Embodied Cognition and Social Consumption: Self-Regulating Temperature Through Social Products and Behaviors", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.