The Influence of Temperature on Consumer’S Reaction to Emotional Appeals

Pascal Bruno, University of Cologne, Department for Marketing and Brand Management
Valentyna Melnyk, Waikato Management School
Franziska Völckner, University of Cologne, Department for Marketing and Brand Management
Drawing on embodied cognition research, we empirically test a new moderator of the consumers’ responses to advertising: temperature. We find that cold physical temperature enhances consumers’ attitudes to emotionally warm ads; warm physical temperature decreases consumers’ responses to emotionally warm ads and instead enhances consumers’ attitudes towards emotionally cold ads.
[ to cite ]:
Pascal Bruno, Valentyna Melnyk, and Franziska Völckner (2012) ,"The Influence of Temperature on Consumer’S Reaction to Emotional Appeals ", in AP - Asia-Pacific Advances in Consumer Research Volume 10, eds. , Duluth, MN : Association for Consumer Research, Pages: 174-176.