L i b r a r y & I n f o r m a t i o n R e s o u r c e s
Warm It Up with Love: The Effect of Physical Coldness on Liking of Romance Movies
| Author |
Hong,Jiewen (Author)
| Journal Title | Journal of Consumer Research | Volume/ Issue | 2012/AUG V.39 N.2 | Physical Description | p293-306 | Subject Area | Marketing | 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... | View Full Abstract | Subject Headings | Marketing research | Call Number | 658.8005 JCR | Location | Periodicals Hall 2nd floor - قاعة الدوريات - الطابق الثاني |
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