27/11/2022
11-W: The impact of perceived temperature on responses to Psa Ads
Akshaya Vijayalakshmi, Meng-Hsien (Jenny) Lin, and Melika Kordrostami
Journal Articles | Advances in Consumer Research
This working paper finds that the affiliative sensations triggered through priming of warm/cold touch can increase the effectiveness of public service announcement (PSA) by increasing empathy, threat perceptions and donations to the cause. However, this is likely to be true only for high need for touch participants.