The impact of temperature
The ambient temperature influences the “choice behavior” of customers. Warm or cool temperatures impact the feeling of social connectedness in turn affecting the importance customers attach to the opinion of other customers. By creating a warm environment, you can facilitate this mutual social behavior. Indeed, customers tend to take the opinion of others as the reference point for their own product preferences in warm temperatures (as opposed to cold ones).
Fenko, Schifferstein, & Hekkert, 2010; Huang et al, 2014; Hong & Sun, 2012