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.