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Temperature and emotions: Effects of physical temperature on responses to emotional advertising

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  • Bruno, Pascal
  • Melnyk, Valentyna
  • Völckner, Franziska

Abstract

In colloquial speech, people frequently link emotions to temperature (e.g., “warm love” or “cold fear”). Likewise, in the business world, the use of emotionally warm and cold appeals reflects an ongoing trend in advertising. However, the conditions in which emotionally warm versus cold appeals are more effective remain unclear. Drawing on homeostasis theory, the authors investigate whether and why feeling physically warm versus cold influences the effectiveness of emotional advertising appeals. Using both laboratory experiments and field data, they show that emotions play a homeostatic role. Specifically, they demonstrate that the effects of particular emotional stimuli depend not only on physical temperatures per se but on homeostasis/thermoregulation. Namely, when consumers are below their homeostatic optimum (i.e., physically cold), they perceive emotionally cold stimuli less favorably (than emotionally warm stimuli) as these stimuli bring them further away from the optimum. Likewise, when consumers are above their homeostatic optimum (i.e., physically hot), they perceive emotionally warm stimuli less favorably (than emotionally cold stimuli) as these stimuli bring them further away from the optimum. Finally, once consumers are at their homeostatic optimum, they perceive both emotionally warm and cold stimuli similarly favorably. These results have implications for a wide range of marketing activities (in particular advertising) across seasons and international markets.

Suggested Citation

  • Bruno, Pascal & Melnyk, Valentyna & Völckner, Franziska, 2017. "Temperature and emotions: Effects of physical temperature on responses to emotional advertising," International Journal of Research in Marketing, Elsevier, vol. 34(1), pages 302-320.
  • Handle: RePEc:eee:ijrema:v:34:y:2017:i:1:p:302-320
    DOI: 10.1016/j.ijresmar.2016.08.005
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    References listed on IDEAS

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    Cited by:

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    3. Barbera, Michael & Northey, Gavin & Septianto, Felix & Spanjaard, Daniela, 2018. "Those prices are HOT! How temperature-related visual cues anchor expectations of price and value," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 178-181.
    4. Li, Chenxi & Chen, Jing (Elaine) & Peng, Siyu & Huang, Jinsong & Sha, Xiqing, 2024. "Examining the effects of weather on online shopping cart abandonment: Evidence from an online retailing platform," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    5. Samuel Stäbler & Kim Katharina Mierisch, 2022. "The street music business: consumer responses to buskers performing on the street and on online video platforms," Marketing Letters, Springer, vol. 33(2), pages 325-350, June.
    6. Francisco Barbosa Escobar & Carlos Velasco & Kosuke Motoki & Derek Victor Byrne & Qian Janice Wang, 2021. "The temperature of emotions," PLOS ONE, Public Library of Science, vol. 16(6), pages 1-28, June.

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