You are willing to pay more for a house when it is cold

With a Veni grant, psychologist Hans IJzerman is doing research into the function of temperature and body temperature in social relations. And guess what he found? A cold environment changes a house into a real ‘home’. After all, people associate cold with an intuitive need to be sheltered and with huddling together to keep warm. He also found that potential house buyers are prepared to pay more for a house when it is cold, and they want to realise the transaction quicker. Together with Bram van Acker, IJzerman recorded his findings in the article ‘Homelike Thermoregulation: How Physical Coldness Makes an Advertised House a Home’ that has been accepted for publication in a special issue about ‘preregistration’ in the Journal of Experimental Social Psychology. —> Read More