Time:10:00 - 11:30 AM,1 April, 2024

Speaker: Dr. Jia Miaolei

Dr Jia Miaolei is an Associate Professor in the Department of Marketing at the University of Warwick Business School, UK. He received his PhD from the National University of Singapore, and his undergraduate and master's degrees from Renmin University of China. His research has been published in top international journals in marketing and psychology, including Journal of Consumer Research, Journal of Consumer Psychology, and Psychological Bulletin, and he currently serves as a reviewer for a number of leading international journals in marketing, including Journal of the Academy of Marketing Science, Journal of Public Policy & Marketing, Journal of International Marketing, and Journal of Business Research.

Abstract:

Thinking back to your most recent experience in a restaurant, does the ambient temperature in a restaurant affect your food choices? By analysing data from two large-scale consumer food purchases and consumption, one field experiment and seven laboratory experiments, we found that when ambient temperatures are low, consumers are more likely to choose and purchase hedonic rather than healthy foods. This phenomenon is due to the fact that low ambient temperatures stimulate the need for warmth, and hedonic foods are strongly associated with warmth in the consumer's perception. We further found that differences in food calories do not explain this phenomenon. This study has important practical value for consumer well-being, restaurant and supermarket operators, and public policy makers.