Universität zu Köln

Bruno, Pascal, Melnyk, Valentyna ORCID: 0000-0003-4963-4584 and Voelckner, Franziska (2017). Temperature and emotions: Effects of physical temperature on responses to emotional advertising. Int. J. Res. Mark., 34 (1). S. 302 - 321. AMSTERDAM: ELSEVIER. ISSN 1873-8001

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Abstract

In colloquial speech, people frequently link emotions to temperature (e.g., warm love or cold fear). Likewise, in the business world, the use of emotionally warm and cold appeals reflects an ongoing trend in advertising. However, the conditions in which emotionally warm versus cold appeals are more effective remain unclear. Drawing on homeostasis theory, the authors investigate whether and why feeling physically warm versus cold influences the effectiveness of emotional advertising appeals. Using both laboratory experiments and field data, they show that emotions play a homeostatic role. Specifically, they demonstrate that the effects of particular emotional stimuli depend not only on physical temperatures per se but on homeostasis/thermoregulation. Namely, when consumers are below their homeostatic optimum (i.e., physically cold), they perceive emotionally cold stimuli less favorably (than emotionally warm stimuli) as these stimuli bring them further away from the optimum. Likewise, when consumers are above their homeostatic optimum (i.e., physically hot), they perceive emotionally warm stimuli less favorably (than emotionally cold stimuli) as these stimuli bring them further away from the optimum. Finally, once consumers are at their homeostatic optimum, they perceive both emotionally warm and cold stimuli similarly favorably. These results have implications for a wide range of marketing activities (in particular advertising) across seasons and international markets. (C) 2016 Elsevier B.V. All rights reserved.

Item Type:	Journal Article
Creators:	Creators Email ORCID ORCID Put Code Bruno, Pascal UNSPECIFIED UNSPECIFIED UNSPECIFIED Melnyk, Valentyna UNSPECIFIED orcid.org/0000-0003-4963-4584 UNSPECIFIED Voelckner, Franziska UNSPECIFIED UNSPECIFIED UNSPECIFIED
URN:	urn:nbn:de:hbz:38-237196
DOI:	10.1016/j.ijresmar.2016.08.005
Journal or Publication Title:	Int. J. Res. Mark.
Volume:	34
Number:	1
Page Range:	S. 302 - 321
Date:	2017
Publisher:	ELSEVIER
Place of Publication:	AMSTERDAM
ISSN:	1873-8001
Language:	English
Faculty:	Unspecified
Divisions:	Unspecified
Subjects:	no entry
Uncontrolled Keywords:	Keywords Language SOMATIC MARKER HYPOTHESIS; UNIVERSAL DIMENSIONS; STEREOTYPE CONTENT; WARMTH; COMPETENCE; IMPACT; MODEL; PREFERENCES; REGRESSION; NOSTALGIA Multiple languages Business Multiple languages
Refereed:	Yes
URI:	http://kups.ub.uni-koeln.de/id/eprint/23719