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korean management review - Vol. 51 , No. 5

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korean management review - Vol. 51, No. 5, pp. 1433-1480
Abbreviation: kmr
ISSN: 1226-1874 (Print)
Print publication date 31 Oct 2022
Received 24 Nov 2021 Revised 09 Apr 2022 Accepted 26 Apr 2022
DOI: https://doi.org/10.17287/kmr.2022.51.5.1433
Approaching Warmth: Focusing on Perceptual Warmth and Social Warmth
Seoyoun Chang ; Dongwon Min
(First Author) Dankook University (0000cindy@gmail.com)
(Corresponding Author) Dankook University (dwmin@dankook.ac.kr)
따뜻함에 다가가기: 감각적 따뜻함과 사회적 따뜻함을 중심으로

Copyright 2011 THE KOREAN ACADEMIC SOCIETY OF BUSINESS ADMINISTRATION This is an open access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted, distribution, and reproduction in any medium, provided the original work is properly cited.

Abstract

A wealth of research on the field of social science has revealed the paramount importance of warmth. However, even though warmth can be divided into two different meanings, literature have shared the same term (i.e., warmth) when demonstrating them. Aiming to understand the power of warmth, this study first classifies warmth as perceptual and social warmth. The former indicates warmth by physical sense, for instance temperature, and the latter captures traits related to sincerity, friendliness, and being socially connected with others. After clarifying each term, the authors then review the recent research conducted within the last 20 years. Specifically, this study concentrates on the role of the two aspects of warmth as both influencing and influenced factors. Furthermore, it focuses on the interaction these warmth shows, and gives implication of warmth as a mediator. By examining from various angles and approaching the fundamental of perceptual warmth and social warmth, the current study aims to help readers comprehend warmth in total and provide novel insights for further research.


Keywords: Warmth, Perceptual warmth, Social warmth, Temperature, Coldness, Competence, Connectedness

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∙ The author Seoyoun Chang is an undergraduate student at Dankook University’s School of Business and is also completing a bachelor’s and master’s linked student program in Marketing. She is currently a student researcher in a Mid-Career Researcher Program at the National Research Foundation of Korea. Her research interest includes consumer psychology, specifically sensory marketing, embodied cognition, branding, and consumption trends.

∙ The author Dongwon Min is a professor at Dankook University. She graduated from Seoul National University, received MA from Yonsei University, and got her Ph.D. from KAIST. She accomplished research on marketing strategy at Samsung Global Research and Kellogg School of Management. Her research interest includes sound branding, sensory marketing, and metaverse strategy.