“I’M Cold But Feeling Warm”: Effect of Cold Temperature on Evaluations of Ad Message

The present study investigates whether the temperature individuals physically experience influences their perception of social affiliation and evaluations of ad messages. This study shows that coldness generates more positive attitudes toward psychologically close (vs. distant) ad messages. The implications of our findings are discussed.


Myung Joo Kim, Jisoo Shim, and Eunice Kim (2020) ,"“I’M Cold But Feeling Warm”: Effect of Cold Temperature on Evaluations of Ad Message", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1199-1199.


Myung Joo Kim, Ewha Womans University
Jisoo Shim, Ewha Womans University
Eunice Kim, Ewha Woman's University


NA - Advances in Consumer Research Volume 48 | 2020

Share Proceeding

Featured papers

See More


Do You Trust the System? Interaction Effect between Perceived Economic Mobility and Socioeconomic Status on Fair Market Ideology and Consumer Responses

Chun-Ming Yang, Ming Chuan University, Taiwan
Chia-Chi Chang, National Chiao Tung University

Read More


Tuition Myopia: Temporal Discounting Induces a Myopic Focus on the Costs of Higher Education

Haewon Yoon, Indiana University, USA
Yang Yang, University of Florida, USA
Carey K. Morewedge, Boston University, USA

Read More


Robo-Advising: Algorithm Appreciation

Jennifer Logg, Harvard Business School, USA
Julia Minson, Harvard Business School, USA
Don Moore, University of California Berkeley, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.