Influence of Warm versus Cool Temperatures on Consumer Choice: A Resource Depletion Account

Journal of Marketing Research, Forthcoming

44 Pages Posted: 21 Jun 2012

See all articles by Amar Cheema

Amar Cheema

University of Virginia (UVA), McIntire School of Commerce

Vanessa Patrick

University of Houston - C.T. Bauer College of Business

Date Written: May 1, 2012

Abstract

Across five studies, the authors demonstrate that warm (versus cool) temperatures deplete resources, increase System 1 processing, and influence performance on complex choice tasks. Real-world lottery data (Pilot Study) and a lab experiment (Study 1) demonstrate the effect of temperature on complex choice: individuals are less likely to make difficult gambles in warmer temperatures. Study 2 implicates resource depletion as the underlying process; warm temperatures lower cognitive performance for non-depleted individuals, but don’t affect the performance of depleted individuals. Study 3 illustrates the moderating role of task complexity to show that warm temperatures are depleting and decrease willingness to make a difficult product choice. Study 4 juxtaposes the effects of depletion and temperature to reveal that warm temperatures hamper performance on complex tasks because of the participants’ increased reliance on System 1 (heuristic) processing.

Suggested Citation

Cheema, Amar and Patrick, Vanessa, Influence of Warm versus Cool Temperatures on Consumer Choice: A Resource Depletion Account (May 1, 2012). Journal of Marketing Research, Forthcoming, Available at SSRN: https://ssrn.com/abstract=2088973

Amar Cheema

University of Virginia (UVA), McIntire School of Commerce ( email )

125 Ruppel Drive
Charlottesville, VA 22903
United States
434-924-4350 (Phone)

HOME PAGE: http://www.commerce.virginia.edu/faculty/cheema

Vanessa Patrick (Contact Author)

University of Houston - C.T. Bauer College of Business ( email )

Houston, TX 77204-6021
United States

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