Staying Warm in the Winter: Seeking Psychological Warmth to Reduce Physical Coldness

Yan Zhang, National University of Singapore
Jane Risen, University of Chicago, USA
The current studies test whether people are motivated to engage in psychologically warm events when they feel physically cold. We suggest that psychological warmth and physical warmth are two means for satisfying the same goal of reducing a feeling of coldness.
[ to cite ]:
Yan Zhang and Jane Risen (2011) ,"Staying Warm in the Winter: Seeking Psychological Warmth to Reduce Physical Coldness", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.