“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

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