Temperature and Willingness to Pay (05-23-19)

How does air temperature influence potential consumers willingness to pay for goods?  Researchers have determined that “whereas higher (vs. moderate) temperatures elicit higher willingness to pay in auctions, they lead to a lower willingness to pay in negotiations, and temperature-induced discomfort and aggression underlie these effects.”

Jayati Sinha and Rajesh Bagchi.  “Role of Ambient Temperature in Influencing Willingness to Pay in Auctions and Negotiations.”  Journal of Marketing, in press, https://doi.org/10.1177/0022242919841595