Tactile Experience With Warm Objects Alters Judgments and Decisions

Lawrence E. Williams, University of Colorado at Boulder, USA
John A. Bargh, Yale University, USA
Can physical temperatures alter judgments and decisions? Guided by recent treatments of concept development via metaphor, we examine the effect of incidental exposure to warm/cold temperatures on personality impressions and social choices. In two studies, we find that participants' personality judgments and social choices are influenced by brief tactile experience with warm versus cold objects. This research improves our knowledge of how external cues can alter people's judgments, and provides marketers and managers with a new set of levers for influencing consumers.
[ to cite ]:
Lawrence E. Williams and John A. Bargh (2009) ,"Tactile Experience With Warm Objects Alters Judgments and Decisions", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 79-81.