Cooler Temperatures Can Heighten Perception of Luxury

12 November 2019

How consumers feel about luxury products may depend on how they feel: whether they perceive something to be hot or cold.

Does Luxury Travel Run Hot or Cold?

This is the somewhat surprising question put to Piers Schmidt by Skift in an article prompted by ‘Shivering for Status: When Cold Temperatures Increase Product Evaluation’ an academic research study that examines the link between high‐status consumer goods and temperature. The researchers set out to “propose and demonstrate that physical cold can indeed increase consumers’ perceptions of a product’s status signaling and luxuriousness.”

In ‘Cooler Temperatures Can Heighten Perception of Luxury’ Skift asks what are the implications of the report’s findings for travel marketing?

After all, when you think about travel advertising, it’s usually warmth — beaches, sunny skies — that is depicted. Travel “is almost defined by warmth,” according to Piers Schmidt, founder of consultancy Luxury Branding. And perhaps the fact that travel may emotionally be the antithesis to hard luxury goods is why the experience economy is having its moment in the sun.


Luxury Branding is a strategic advisor specialising in generating sustainable brand value. Its principal experience is in the ultra-competitive premium segments of the tourism, travel, hospitality and residential real estate sectors.1

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With a unique blend of ‘calculated creativity’,
Luxury Branding helps ambitious organisations to define and express how they are special, different, and better: special for their affluent customers, different and better than the competition.2

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Piers Schmidt and Ian R Douglas of Phoenix Global are the co-founders of Kingham Leigh.
This dynamic new partnership has been created to design, develop and operate innovative hospitality projects in Europe and beyond.3

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