The Influence of Temperature on Consumer’S Reaction to Emotional Appeals

Drawing on embodied cognition research, we empirically test a new moderator of the consumers’ responses to advertising: temperature. We find that cold physical temperature enhances consumers’ attitudes to emotionally warm ads; warm physical temperature decreases consumers’ responses to emotionally warm ads and instead enhances consumers’ attitudes towards emotionally cold ads.



Citation:

Pascal Bruno, Valentyna Melnyk, and Franziska Völckner (2012) ,"The Influence of Temperature on Consumer’S Reaction to Emotional Appeals ", in AP - Asia-Pacific Advances in Consumer Research Volume 10, eds. , , and , Duluth, MN : Association for Consumer Research, Pages: 174-176.

Authors

Pascal Bruno, University of Cologne, Department for Marketing and Brand Management
Valentyna Melnyk, Waikato Management School
Franziska Völckner, University of Cologne, Department for Marketing and Brand Management



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 10 | 2012



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