Strike while the iron is hot: Temperature affects consumers' appetite for risk
研究了温度这一常见情境因素如何影响消费者的风险偏好，发现温暖温度会激活行为激活系统，从而增加风险承担倾向。
Abstract Many consumer decisions—from trying a new brand to trying a new recipe—involve risk. However, although consumers' appetite for risk has received over 50 years of investigation, the impact of situational variables (e.g., atmospherics) on consumer decision‐making involving risk remains relatively unexplored. To address this gap, the current work examines the influence of temperature, a ubiquitous situational influence, on consumers' inclination toward risk. Across four studies, we find evidence for a positive relationship between temperature and risk‐taking, using multiple operationalizations of temperature and measurements of risk. Evidence suggests that this effect is driven by warm temperature engaging the Behavioral Activation System, which in turn heightens risk‐taking.