Warm It Up With Love: the Effect of Physical Coldness on Liking of Romance Movies

Are romance movies more desirable when people are cold? Results from three experiments show that physical coldness leads to increased liking for romance movies. Furthermore, using a dataset of online movie rentals and historical temperature data, we found a negative relationship between weather temperature and consumption preference for romance movies.



Citation:

Jiewen Hong and Yacheng Sun (2011) ,"Warm It Up With Love: the Effect of Physical Coldness on Liking of Romance Movies", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 98-99.

Authors

Jiewen Hong, HKUST, Hong Kong
Yacheng Sun, University of Colorado, USA



Volume

NA - Advances in Consumer Research Volume 39 | 2011



Share Proceeding

Featured papers

See More

Featured

D7. ‘That’s (Not) My Business’: Examining Behavior, Interactions and Implications of Consumer Brand Advocates and Brand Adversaries in Social Media

Marcus Opitz, University of Vienna
Sabine Einwiller, University of Vienna

Read More

Featured

Donate Today or Give Tomorrow? Adding a Time Delay Increases Donation Amount but not Willingness to Donate

Emily Powell, New York University, USA
Minah Jung, New York University, USA
Joachim Vosgerau, Bocconi University, Italy
Eyal Pe'er, Bar-Ilan University

Read More

Featured

Predicting memory-based consumer choices from recall and preferences

Zhihao Zhang, University of California Berkeley, USA
Aniruddha Nrusimha, University of California Berkeley, USA
Andrew Kayser, University of California, San Francisco
Ming Hsu, University of California Berkeley, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.