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

Jiewen Hong and Yacheng Sun
Journal of Consumer Research
Vol. 39, No. 2 (August 2012), pp. 293-306
Published by: Oxford University Press
DOI: 10.1086/662613
Stable URL: http://www.jstor.org/stable/10.1086/662613
Page Count: 14
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Warm It Up with Love: The Effect of Physical Coldness on Liking of
                    Romance Movies
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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.

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