Mark Lett https://doi.org/10.1007/s11002-018-9461-x Warmer or cooler: the influence of ambient temperature on complex choices 1 2 Luqiong Tong & Rui (Juliet) Zhu & 3 3 Yuhuang Zheng & Ping Zhao Springer Science+Business Media, LLC, part of Springer Nature 2018 Abstract Temperature affects human cognition, emotion, and behavior in important ways, yet exactly how ambient temperature exerts its influences on complex product choices remains largely unknown. In this research, we examine how relatively warm versus cool temperatures, both within a comfortable range and commonly experienced, can affect people’s decision quality in complex choices. In a series of three experi- ments, we demonstrate that warm (vs. cool) temperatures prompt affective processing, which then leads to better performance in complex choices. Consumers and companies need to take ambient temperature into account to create optimal environments for complex decision-making. . . . Keywords Warm temperature Cool temperature Affective processing Complex choices 1 Introduction Hitting the shopping mall in summer? It would be a good idea to take a sweater with you, because many stores set their indoor temperatures around 70 °F (~ 21 °C) or even lower (Rosenthal 2011). Yet some trends are changing; government require- ments and environmental concerns have prompted some
Marketing Letters – Springer Journals
Published: May 30, 2018
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