11-W: the Impact of Perceived Temperature on Responses to Psa Ads

This working paper finds that the affiliative sensations triggered through priming of warm/cold touch can increase the effectiveness of public service announcement (PSA) by increasing empathy, threat perceptions and donations to the cause. However, this is likely to be true only for high need for touch participants.


Akshaya Vijayalakshmi, Meng-Hsien (Jenny) Lin, and Melika Kordrostami (2017) ,"11-W: the Impact of Perceived Temperature on Responses to Psa Ads ", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1064-1064.


Akshaya Vijayalakshmi, Indian Institute of Management Ahmedabad, India
Meng-Hsien (Jenny) Lin, California State University Monterey Bay, USA
Melika Kordrostami, California State University San Bernadino, USA


NA - Advances in Consumer Research Volume 45 | 2017

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