The Temperature Premium: Warm Temperatures Increase Product Valuation

Journal of Consumer Psychology 24, 2 (2014) 251-259

Columbia Business School Research Paper No. 14-29

Posted: 9 May 2014

See all articles by Yonat Zwebner

Yonat Zwebner

Arison School of Business

Leonard Lee

Columbia Business School - Marketing

Jacob Goldenberg

Interdisciplinary Center (IDC) Herzliyah

Date Written: November 13, 2013

Abstract

A series of five field and laboratory studies reveal a temperature-premium effect: warm temperatures increase individuals' valuation of products. We demonstrate the effect across a variety of products using different approaches to measure or manipulate physical warmth and different assessments of product valuation. The studies suggest that exposure to physical warmth activates the concept of emotional warmth, eliciting positive reactions and increasing product valuation. Further supporting the causal role of emotional warmth, and following prior research relating greater positive feelings to reduced distance, we find that warm temperatures also reduce individuals' perceived distance from the target products.

Keywords: Environmental effects; Sensory marketing; Embodied cognition; Product valuation; Emotions

JEL Classification: M30, M31, M39

Suggested Citation

Zwebner, Yonat and Lee, Leonard and Goldenberg, Jacob, The Temperature Premium: Warm Temperatures Increase Product Valuation (November 13, 2013). Journal of Consumer Psychology 24, 2 (2014) 251-259, Columbia Business School Research Paper No. 14-29, Available at SSRN: https://ssrn.com/abstract=2434148

Yonat Zwebner

Arison School of Business ( email )

P.O. Box 167
Herzliya, 46150
Israel

Leonard Lee (Contact Author)

Columbia Business School - Marketing ( email )

New York, NY 10027
United States
212 854 2177 (Phone)
212 854 7647 (Fax)

Jacob Goldenberg

Interdisciplinary Center (IDC) Herzliyah ( email )

P.O. Box 167
Herzliya, 46150
Israel

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