Temperature and Decision Making (01-25-19)

Hadi and Block investigated the effects of comfortable and uncomfortable temperatures on decision making. They determined that “the adoption of an affective [emotional] decision-making style makes individuals feel warmer . . . and more comfortable in response to uncomfortably cold temperature. . . . individuals spontaneously rely more or less on affect when feeling uncomfortably cold or warm, respectively . . . which ultimately influences consequential downstream variables (e.g., willingness to pay). . . .  This effect holds in response to both tactile [skin contact] . . . and ambient [air] . . . temperature exposure and is most exaggerated at extreme temperatures.”

Rhonda Hadi and Lauren Block.  “Warm Hearts and Cool Heads:  Uncomfortable Temperature Influences Reliance on Affect in Decision Making.”  Journal of the Association for Consumer Research, in press, https://doi.org/10.1086/701820