Is Warm Always Trusting? the Effect of Seasonality on Trustworthiness
In contrast to past research that has equated warm temperatures with individuals being more trusting, we find that the trustworthiness is a function of the incongruence between inside and outside temperatures (i.e., season). We show this effect in multiple experiments and a longitudinal study.
Citation:
Gretchen Wilroy, Margaret Meloy, and Simon Blanchard (2018) ,"Is Warm Always Trusting? the Effect of Seasonality on Trustworthiness", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 857-858.
Authors
Gretchen Wilroy, Pennsylvania State University, USA
Margaret Meloy, Pennsylvania State University, USA
Simon Blanchard, Georgetown University, USA
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
In Pursuit of Imperfection: How Flawed Products Can Reveal Valuable Process Information
Erin P Carter, University of Maine
Peter McGraw, University of Colorado, USA
Featured
Stating the Obvious: How “Ugly” Labels Can Increase the Desirability of Odd-Shaped Produce
Siddhanth Mookerjee, University of British Columbia, Canada
Yann Cornil, University of British Columbia, Canada
Joey Hoegg, University of British Columbia, Canada
Featured
Thank You = Trust Me: When Gratitude Expressions Help Promote New Products
Maria Ng, University of Houston, USA
Dejun Tony Kong, University of Houston, USA
Vanessa Patrick, University of Houston, USA