Feeling Hot, Hot, Hot: Activation of Hot and Cool Mental States Through Embodied Sensory Experiences
Our research examines the metaphorical link between the physical experience of hot (spicy) tastes and mental representations of hot-headedness. We find that people rate others as more hot-headed when experiencing hot (spicy) tastes and that such hot tastes also impact self-judgments and people’s own responses toward ambiguously aggressive actions.
Citation:
Rishtee Batra and Tanuka Ghoshal (2015) ,"Feeling Hot, Hot, Hot: Activation of Hot and Cool Mental States Through Embodied Sensory Experiences", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 318-318.
Authors
Rishtee Batra, Indian School of Business, Hyderabad, India
Tanuka Ghoshal, Indian School of Business, Hyderabad, India
Volume
AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015
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