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Shoppers warm up to hot purchases

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Store owners hoping to cash in big during this last week before Christmas may find that they can proper by following the lead of an Israeli study that showed that people are willing to pay higher prices for items if they are “toasty warm.”

“Physical warmth induces emotional warmth, which generates greater positive reactions,” noted study author Yonat Zwebner of Hebrew University in Jerusalem, who went on to state that 109 college students placed in a room heated to 76°F said they would be willing to pay higher prices for 9 out of 11 items (including batteries and slices of chocolate cake) than those asked the same questions while in rooms warmed to 68°F. The same sort of results were found among 46 students asked to hold warm therapeutic pads for 10 seconds vs those who held cool pads for the same length of time.

“The phenomena is called ‘temperature-premium effect',” stated Zwebner, and may explain why people tend to spend more during summer months as well.



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