We often say that love “warms” our hearts, or fear “gives us the shivers”, but the connection between emotions and
physical temperature is closer than you might think.
New research by Professor Valentyna Melnyk from the Massey Business School shows that consumers respond more positively
to emotionally warm messages (those that incorporate feelings of love, joy and happiness) if they are feeling physically
cold.
Similarly, emotionally cold messages (those that use emotions like fear, loneliness, regret and disgust)
will get a better response if the consumer is feeling physically warm.
“We know that both emotionally cold and emotionally warm advertising can be effective,” Professor Melnyk says, “but this
is the first time research has attempted to understand when each approach should or should not be used.”
Professor Melnyk and her co-researchers drew on homeostasis theory, which says that humans constantly strive for an
optimum internal body temperature of 37 degrees Celcius, and neuroscience literature that suggests perceptions of
physical temperature can be connected to emotions.
“Our key finding was that emotions can serve as a homeostatic response,” she says, “that is, our experiences of some
emotions actually make us feel colder or warmer to compensate for the physical temperatures we are exposed to.”
Professor Melnyk and her colleagues tested their theory by showing participants in two different rooms – one cool and
one warm in temperature – the same emotional imagery and measuring their responses. These findings were supplemented
with marketing research data from a large multinational that recorded people’s evaluations of television advertising at
various physical outdoor temperatures.
Professor Melnyk says the research has several business implications, especially for the way products are marketed and
packaged. She says businesses operating in countries with large seasonal temperature variations should choose
emotionally cold advertising appeals during the summer months and emotionally warm appeals in winter. Similarly, the
research suggests international advertising campaigns should be adapted for different climatic regions.
“Companies should not necessarily run the same advertising campaigns in Australia and Canada, even though the two
countries are culturally and economically similar,” Professor Melnyk says.
“A good example is Coca-Cola, which developed two very different Christmas ads. One really highlighted family and
warmth, targeting northern hemisphere consumers where where Christmas is during winter, while the other used a ‘cool
vibe’ to target those in the southern hemisphere, including New Zealand, where Christmas is in summer.”
Social marketing campaigns, like anti-tobacco or anti-speeding campaigns, which have traditionally relied on the cold
emotions of fear, regret and disgust should also take temperature into account, she says.
“While the traditional apporach may be effective during an Australian or New Zealand summer, in colder seasons or
regions it would be worth considering the use of warmer emotions.
“One rare example is a recent anti-speeding campaign in Germany. Instead of showing the consequences of speeding by
portraying an accident victim, the campaign featured a woman lovingly urging her husband to take his time while driving
home so he will arrive safely. It would be great to see more heart-warming social campaign ads in New Zealand,
especially as we approach winter.”
Professor Melnyk’s final piece of advice is for producers of frozen or refrigerated goods. She says their products would
benefit from emotionally warm images on their packaging because, at the time of purchase, consumers are exposed to
physical coldness in the freezer environment.
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