Research discovers a surprising effect of temperature on risk-taking.
Have you ever wondered why so many of the metaphors we use in daily life revolve around temperature? We seek warm-hearted friends who give us a warm reception, instead of showing us the cold shoulder or cool stares. When it comes to our relationships with other people, we use warmth metaphors to signal closeness, familiarity, and trust. However, when making choices, we try to keep a cool head to avoid heat-of-the-moment decisions that we might come to regret.
New research by Lundberg and colleagues now examines whether temperature can affect consumer decisions over and above relations to other consumers. Going back to the old metaphor about keeping a cool head, these authors find that consumers take fewer risks in colder temperatures, but make riskier decisions in warmer temperatures. For example, on warmer days, consumers were more open to buying riskier products in the supermarket than on colder days.
Can savvy store managers just turn up the temperature when they want to get you to try new, potentially risky products? Maybe, although people do get used to temperatures and experience them less intensely over time. But this research shows that ambient factors can fundamentally affect our psychology.
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