The Effects of Temperature on Product Preference

This study analyses the effect of temperature on consumer psychology.

It shows that warm ambient temperatures can incline consumers to feel closer to and more trusting of strangers and more willing to conform to the opinion of others.

It shows warm (vs. cool) temperatures dispose consumers toward using others' opinions as the basis for product preferences, stock price forecasts, and betting.

Consumers therefore attribute more validity towards marketing messages, sales suggestions, and advice of influencers if exposed to warm temperatures.