The temperature dimension of emotions

Abstract

Purpose

The literature to-date has focused on dimensions of emotions based on emotions’ affective state (captured by valence, arousal and dominance, PAD). However, it has ignored that emotional reactions also depend on emotions’ functionality in serving to solve recurrent adaptive problems related to survival and reproduction. Evolutionary psychology suggests that relationships with others are the key that helps individuals reach both goals. The purpose of this paper is to conceptualize, measure and validate the temperature dimension of emotions that underlies such human relationships, as suggested by frequent verbalization of emotional states via temperature-related terms (“cold fear” and “warm love”).

Design/methodology/approach

Across three studies (n_Study1a = 71; n_Study1b = 33; and n_Study2 = 317) based on samples from two countries (Germany and the USA) and using two different methods (semantic and visual), the temperature dimension of emotions is conceptualized and measured. Across a wide spectrum of emotions, factor analyses uncover temperature as an emotional dimension distinct from PAD and assess the dimension’s face, discriminant, convergent, nomological and criterion validity.

Findings

Emotional temperature is a bipolar dimension of an affective state that underlies human relationships, ranging from cold to warm, such that social closeness is linked to emotional warmth and social distance to emotional coldness. Emotional temperature is uncovered as a dimension distinct from PAD, that is, it is correlated with but separate from PAD.

Research limitations/implications

In this research, a portfolio of 17 basic emotions relevant in everyday consumption contexts was examined. Future research could further refine the emotional temperature dimension by analyzing more complex emotions and their position on the temperature map. In general, this paper sets the stage for additional work examining emotional temperature and its effects on consumer behavior.

Practical implications

The results have strategic implications for marketers on which emotions to select for campaigns, depending on factors like the climate or season.

Social implications

This research provides a better foundation upon which to understand the effect of emotions that invoke warmth or coldness.

Originality/value

To the best of the authors’ knowledge, this research is the first to conceptualize, measure and comprehensively validate the temperature dimension of emotions.

Citation

Bruno, P., Melnyk, V. and Murray, K.B. (2022), "The temperature dimension of emotions", European Journal of Marketing, Vol. 56 No. 8, pp. 2172-2215. https://doi.org/10.1108/EJM-04-2020-0237