Incandescent Affect: Turning on the Hot Emotional System With Bright Light

Alison Jing Xu, University of Toronto, Canada
Aparna Labroo, Northwestern University, USA
Turning on the light can turn on the hot emotional system. Across four studies we show that ambient brightness makes people perceive temperatures as warmer and increases intensity of affective response, evoking more extreme affective reactions, intensifying perceived aggression and sexiness (“hotness”) in others, and increasing cravings for spicy-hot foods.
[ to cite ]:
Alison Jing Xu and Aparna Labroo (2013) ,"Incandescent Affect: Turning on the Hot Emotional System With Bright Light", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.