https://phys.org/news/2018-05-temperature-affects-response-advertising.html > Similarly, emotionally cold messages (those that use emotions like fear, loneliness, regret and disgust) will get a better response if the consumer is feeling physically warm. > "We know that both emotionally cold and emotionally warm advertising can be effective," Professor Melnyk says, "but this is the first time research has attempted to understand when each approach should or should not be used."