Strike While the Iron Is Hot: Temperature Affects Consumers' Appetite For Risk

Across three lab and field studies, evidence for a positive relationship between one's felt temperature and risk taking is found. In doing so, the authors find that this effect is driven by the interpretation of warmth as a reward cue, resulting in behavioral activation, which in turn heightens risk taking.


Joshua Lundberg, Adam Craig, and John Peloza (2021) ,"Strike While the Iron Is Hot: Temperature Affects Consumers' Appetite For Risk", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 169-170.


Joshua Lundberg, University of Kentucky
Adam Craig, University of Kentucky
John Peloza, University of Kentucky


NA - Advances in Consumer Research Volume 49 | 2021

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