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Warm It Up with Love: The Effect of Physical Coldness on Liking of Romance Movies

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  • Jiewen Hong
  • Yacheng Sun

Abstract

Are romance movies more desirable when people are cold? Building on research on (bodily) feeling-as-information and embodied cognition, we hypothesize that physical coldness activates a need for psychological warmth, which in turn leads to an increased liking for romance movies. Four laboratory experiments and an analysis of online movie rental data provide support for our hypothesis. Specifically, studies 1A and 1B show that physical coldness increases the liking of and willingness to pay for romance movies. Study 2 shows that the effect of physical coldness on liking of romance movies only occurs for people who associate romance movies with psychological warmth. Study 3 shows that people correct for the influence of physical coldness on their liking of romance movies when physical coldness is made salient. In study 4, using data on online movie rentals and historical temperature, we found a negative relationship between weather temperature and preference for romance movies.

Suggested Citation

  • Jiewen Hong & Yacheng Sun, 2012. "Warm It Up with Love: The Effect of Physical Coldness on Liking of Romance Movies," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(2), pages 293-306.
    • Handle: RePEc:oup:jconrs:doi:10.1086/662613
    DOI: 10.1086/662613
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    Cited by:

    1. Gong, Siyu & Suo, Danni & Peverelli, Peter, 2023. "Maintaining the order: How social crowding promotes minimalistic consumption practice," Journal of Business Research, Elsevier, vol. 160(C).
    2. Kock, Florian & Ringberg, Torsten, 2019. "Embodied cognition effects on tourist behavior," Annals of Tourism Research, Elsevier, vol. 78(C), pages 1-1.
    3. Ma, Jianan & Li, Fangxuan (Sam), 2023. "Does ‘chicken soup for the soul’ on the product packaging work? The mediating role of perceived warmth and self-brand connection," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    4. Tobias Schlager & Emanuel de Bellis & JoAndrea Hoegg, 2020. "How and when weather boosts consumer product valuation," Journal of the Academy of Marketing Science, Springer, vol. 48(4), pages 695-711, July.
    5. Baek, Eunsoo & Choo, Ho Jung & Lee, Seung Hwan (Mark), 2018. "Using warmth as the visual design of a store: Intimacy, relational needs, and approach intentions," Journal of Business Research, Elsevier, vol. 88(C), pages 91-101.
    6. Wang, Wangshuai & Yi, Yanxi & Li, Jie & Sun, Gong & Zhang, Mo, 2022. "Lighting up the dark: How the scarcity of childhood resources leads to preferences for bright stimuli," Journal of Business Research, Elsevier, vol. 139(C), pages 1155-1164.
    7. Sinha, Rajesh Kumar, 2021. "Subscription and casual customers’ differential sensitivity to meteorological characteristics," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    8. Jordi McKenzie, 2023. "The economics of movies (revisited): A survey of recent literature," Journal of Economic Surveys, Wiley Blackwell, vol. 37(2), pages 480-525, April.
    9. Ketron, Seth & Spears, Nancy, 2020. "Schema-ing with color and temperature: The effects of color-temperature congruity and the role of non-temperature associations," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    10. Nawras M. Nusairat & Qais Hammouri & Hamad Al-Ghadir & Alaeddin Mohammad Khalaf Ahmad & Mohammad Abuhashesh, 2021. "Fitness Centers Ambience-Customer Behavioral Intentions Relationship: The Mediating Role of Customer Emotional States," International Journal of Business and Management, Canadian Center of Science and Education, vol. 15(9), pages 1-93, July.
    11. Martin Mende & Maura L. Scott & Aaron M. Garvey & Lisa E. Bolton, 2019. "The marketing of love: how attachment styles affect romantic consumption journeys," Journal of the Academy of Marketing Science, Springer, vol. 47(2), pages 255-273, March.
    12. Wang, Xuehua & Wang, Xiaoyu & Lei, Jing & Chao, Mike Chen-ho, 2021. "The clothes that make you eat healthy: The impact of clothes style on food choice," Journal of Business Research, Elsevier, vol. 132(C), pages 787-799.
    13. Nora Nägele & Benjamin Walter & Philipp Scharfenberger & Daniel Wentzel, 2020. "“Touching” services: tangible objects create an emotional connection to services even before their first use," Business Research, Springer;German Academic Association for Business Research, vol. 13(2), pages 741-766, July.
    14. Ying Ding & Yanping Tu & Jingchuan Pu & Liangfei Qiu, 2021. "Environmental Factors in Operations Management: The Impact of Air Quality on Product Demand," Production and Operations Management, Production and Operations Management Society, vol. 30(9), pages 2910-2924, September.
    15. Bruno, Pascal & Melnyk, Valentyna & Völckner, Franziska, 2017. "Temperature and emotions: Effects of physical temperature on responses to emotional advertising," International Journal of Research in Marketing, Elsevier, vol. 34(1), pages 302-320.
    16. Sumitra Auschaitrakul & Dan King & Yanfen You, 2024. "From physical space to mental space: feelings of being physically constrained increase consumer preference for mind-expanding products," Marketing Letters, Springer, vol. 35(2), pages 231-242, June.

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