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Embodied cognition and social consumption: elf-regulating temperature through social products and behaviors

journal contribution
posted on 2014-04-01, 00:00 authored by S H M Lee, Jeffrey RotmanJeffrey Rotman, A W Perkins
Extant embodied cognition research suggests that individuals can reduce a perceived lack of interpersonal warmth by substituting physical
warmth, and vice versa. We suggest that this behavior is self-regulatory in nature and that this self-regulation can be accomplished via consumptive
behavior. Experiment 1 found that consumers perceived ambient temperature to be significantly lower when eating alone compared to eating with a
partner. Experiment 2 found that consuming a cool (vs. warm) drink led individuals to generate more socially-oriented attributes for a hypothetical
product. Experiment 3 found that physically cooler individuals desired a social consumption setting, whereas physically warmer individuals
desired a lone consumption setting. We interpret these results within the context of self-regulation, such that perceived physical temperature
deviations from a steady state unconsciously motivate the individual to find bodily balance in order to alleviate that deviation.

History

Journal

Journal of consumer psychology

Volume

24

Issue

2

Pagination

234 - 240

Publisher

Elsevier

Location

New York, N.Y.

ISSN

1057-7408

Language

eng

Publication classification

C1.1 Refereed article in a scholarly journal; C Journal article

Copyright notice

2013, Society for Consumer Psychology

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