Feeling cold increases people’s liking and willingness to pay for romance movies but not other movie genres (i.e., action, comedy, thriller). Researchers thought this was because physical coldness activates a need for psychological warmth, a feeling often associated with romance movies. Indeed, the more individuals associated romance movies in general with psychological warmth, the more they reported liking romance movies – but only when they felt cold. So if you’re going to watch a romance movie this Valentine’s Day, be sure to turn down the heat for a heartwarming experience.
Hong, J., & Sun, Y. (2012). Warm it up with love: The effect of physical coldness on liking of romance movies. Journal of Consumer Research, 39(2), 293-306. doi:10.1086/662613