The Impact of Temperature Sensations on Donation Intentions: Exploring the Role of Need for Affiliation and Empathy

Abstract

The research presented in this paper delves into the fascinating realm of how temperature, both physical and psychological, can influence human behavior, specifically in the context of charitable donations. It offers valuable insights into the intricate relationship between our sensory experiences and our motivations to engage in prosocial acts. Throughout the four comprehensive studies conducted, the authors shed light on the intricate dance between temperature and our innate need for social warmth and connection. They explore how feeling physically cold or being primed with cold imagery can trigger a desire for social affiliation and empathy, ultimately leading individuals to engage in charitable acts, such as donations. The studies provide robust evidence that when individuals experience the discomfort of cold, whether through physical touch or psychological priming, they are more inclined to seek remedies to rectify their feelings of loneliness and social isolation. This leads to a heightened desire for social connectedness, which, in turn, fosters increased levels of empathy and a greater likelihood of making charitable donations. In essence, the act of donation becomes a compensatory mechanism to counterbalance the perceived social deficit caused by feeling cold. Moreover, the research extends beyond the laboratory setting by conducting a field study in a coffee shop, demonstrating the generalizability of the findings. It reveals that the link between temperature, empathy, and charitable acts holds true in real-world scenarios. These findings offer valuable implications for social marketing and public service announcement campaigns, suggesting that the timing and context of these messages should be carefully considered. In conclusion, this research provides a deeper understanding of the complex interplay between temperature, social warmth, and charitable behavior. It highlights the significance of considering individuals’ psychological states when designing campaigns or interventions aimed at promoting prosocial actions. Ultimately, it emphasizes the power of empathy and social connectedness in driving positive social change.