Shivering for Status: When Cold Temperatures Increase Product Evaluation

Journal of Consumer Psychology · 2020 · Volume 30 · Issue 2

Abstract

While anecdotal evidence suggests that consumers maintain an association between high-status products and cold temperature, no research has empirically examined this linkage. We propose and demonstrate that physical cold can indeed increase consumers’ perceptions of a product's status signaling and luxuriousness. We demonstrate this consequence can stem from tactile or visually induced temperatures and ultimately increase consumers’ overall evaluations of products. Finally, we highlight boundary conditions for when the effect is likely to manifest. Our findings offer theoretical contributions along with several practical implications for retailing, product design, brand management, and marketing communications.

Keywords

Temperature, Luxury, Status-seeking, Sensory marketing

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