Brian Peck

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Cold temperatures result in heat-of-the-moment purchases

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.