Temperature and Luxury (10-11-19)

Park and Hadi evaluated links between cool temperatures and perceptions of luxury.  They determined that “physical cold can indeed increase consumers’ perceptions of a product's status signaling and luxuriousness. We demonstrate this consequence can stem from tactile or visually induced temperatures and ultimately increase consumers’ overall evaluations of products.”  The same effects were found when study participants saw something that reminded them of the cold, such as a winter scene in an advertisement, or when cold was physically experienced.  These findings should inform temperatures set in stores and temperature cuing in retail artworks and colors, for example.

Jaewoo Park and Rhonda Hadi. “Shivering for Status:  When Cold Temperatures Increase Product Evaluation.” Journal of Consumer Psychology, in press, https://doi.org/10.1002/jcpy.1133