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

• Autores: Seung Hwan (Mark) Lee, Jeff D. Rotman, Andrew W. Perkins
• Localización: Journal of Consumer Psychology, ISSN-e 1057-7408, Vol. 24, Nº. 2, 2014, págs. 234-240
• Idioma: inglés
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• Resumen

  • 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.