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. Study 2 shows that the effect of physical coldness on liking of romance movies only occurs for people who associate romance movies with psychological warmth. Study 3 shows that people correct for the influence of physical coldness on their liking of romance movies when physical coldness is made salient. In study 4, using data on online movie rentals and historical temperature, we found a negative relationship between weather temperature and preference for romance movies.
Source: “Warm It Up With Love: The Effect of Physical Coldness on Liking of Romance Movies” from Journal of Consumer Research
This piece originally appeared on Barking Up the Wrong Tree.
Join over 161,000 readers. Get a free weekly update via email here.
More Must-Reads From TIME
- Inside the White House Program to Share America's Secrets
- Meet the 2024 Women of the Year
- East Palestine, One Year After Train Derailment
- The Closers: 18 People Working to End the Racial Wealth Gap
- Long COVID Doesn’t Always Look Like You Think It Does
- Column: The New Antisemitism
- The 13 Best New Books to Read in March
- Want Weekly Recs on What to Watch, Read, and More? Sign Up for Worth Your Time