We take more Chances when we’re warm it seems…

Lundberg, Craig, and Peloza share that “Across four studies, we find evidence for a positive relationship between temperature and risk-taking, using multiple operationalizations of temperature and measurements of risk. . . . In particular, thermal imagery is promising, as the use of imagery is ubiquitous throughout the marketplace. . . . By leveraging the flexibility of warm thermal imagery, marketers may activate their patrons’ inclination toward seeking rewards and taking more chances. . . . temperature manipulations do not need…

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