Strike while the iron is hot: Temperature affects consumers' appetite for risk

Author:

Lundberg Josh1ORCID,Craig Adam2,Peloza John2

Affiliation:

1. Department of Business Administration, School of Business North Carolina Central University Durham North Carolina USA

2. Department of Marketing and Supply Chain, Gatton College of Business and Economics University of Kentucky Lexington Kentucky USA

Abstract

AbstractMany consumer decisions—from trying a new brand to trying a new recipe—involve risk. However, although consumers' appetite for risk has received over 50 years of investigation, the impact of situational variables (e.g., atmospherics) on consumer decision‐making involving risk remains relatively unexplored. To address this gap, the current work examines the influence of temperature, a ubiquitous situational influence, on consumers' inclination toward risk. Across four studies, we find evidence for a positive relationship between temperature and risk‐taking, using multiple operationalizations of temperature and measurements of risk. Evidence suggests that this effect is driven by warm temperature engaging the Behavioral Activation System, which in turn heightens risk‐taking.

Publisher

Wiley

Subject

Marketing,Applied Psychology

Cited by 1 articles. 订阅此论文施引文献 订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献

1. Does the Weather Still Affect Me When I Shop at Home? The Impact of Weather on Online Shopping Behavior;Journal of Theoretical and Applied Electronic Commerce Research;2024-09-05

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