There’s something about being cold that makes people reach for their wallets. A recent study put participants in uncomfortably cold temperatures before having them make financial decisions about things that mattered to them on a personal level.
They found exposure to the chilly temps drove participants to rely more on their emotions when making these decisions. The take-home message: you think more about how good a product will make you feel when you’re cold as opposed to thinking more logically about how rational it would be to make such a purchase.
