Cooling Down Or Heating Up With Emotions: How Temperature Affects Customer Response to Emotional Advertising Appeals

Drawing on embodied cognition research, we empirically test a new moderator of consumers’ responses to advertising: temperature. We find that cold physical temperature enhances consumers’ attitudes towards 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) ,"Cooling Down Or Heating Up With Emotions: How Temperature Affects Customer Response to Emotional Advertising Appeals", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 651-652.

Authors

Pascal Bruno, University of Cologne, Germany
Valentyna Melnyk, The University of Waikato, New Zealand
Franziska Völckner, University of Cologne, Germany



Volume

NA - Advances in Consumer Research Volume 40 | 2012



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