Do cold temperatures result in heat-of-the-moment purchases?

(University of Chicago Press Journals) In 2005, the New York Times reported that high end retailer Bergdorf Goodman kept its stores chilled to 68.3 degrees, whereas Old Navy's was kept at a balmy 80.3. Meanwhile, the sw.y IFC mall in Hong Kong is kept at a frigid 59 degrees Fahrenheit. There may be a reason why luxury retailers keep their stores so cold aside from keeping heating bills down. When consumers are uncomfortably cold, they rely more on their emotions rather than calculations when making decisions.

Source: EurekAlert! - Social and Behavioral Science - February 7, 2019 Category: International Medicine & Public Health Source Type: news