This research introduces the serving temperature bias, which is defined as the belief that a food or beverage served hot has more calories and is considered more fattening than the same item served cold. Six studies, including an observational field study and follow-up controlled experiments, demonstrate that people indeed hold the serving temperature bias. This belief is grounded in the conceptual associations between warm foods and beverages and consumers’ affiliative semantic associations regarding home and hearth - concepts captured by the phrase “homelike.” Specifically, hot foods and beverages are perceived to be labor of love and reminder of home (homelike) and thus hedonically pleasing. The reported studies replicate the serving temperature bias and this underlying process across a variety of consumables (e.g., sandwiches, snacks and a beverage), as well as demonstrate a downstream consequence of the serving temperature bias on actual or intended complementary purchases.
","abstract_html":"<p>This research introduces the <em>serving temperature bias, </em>which is defined as the belief that a food or beverage served hot has more calories and is considered more fattening than the same item served cold. Six studies, including an observational field study and follow-up controlled experiments, demonstrate that people indeed hold the serving temperature bias. This belief is grounded in the conceptual associations between warm foods and beverages and consumers’ affiliative semantic associations regarding home and hearth - concepts captured by the phrase “homelike.” Specifically, hot foods and beverages are perceived to be labor of love and reminder of home (homelike) and thus hedonically pleasing. The reported studies replicate the serving temperature bias and this underlying process across a variety of consumables (e.g., sandwiches, snacks and a beverage), as well as demonstrate a downstream consequence of the serving temperature bias on actual or intended complementary purchases.</p>","abstract_has_math":false,"creators":["Baskentli, Sara"],"institution":"The Graduate School and University Center of The City University of New York","degree_name":"Doctor of Philosophy","degree_level":"Doctoral","degree_discipline":"Business","degree_department":null,"school":null,"contributors":[],"advisors":["Lauren Block"],"committee_chairs":[],"committee_members":["Maureen Morrin","Pragya Mathur","Stephen Gould"],"year":2018,"date_issued":"2018-05-01T07:00:00Z","date_published":"2018-05-01T07:00:00Z","updated_at":"2026-07-24T01:58:49Z","subjects":["Experimental Analysis of Behavior","Food Studies","Marketing","food decision making","calorie inferences","serving temperature"],"languages":[],"rights":[],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"https://academicworks.cuny.edu/gc_etds/2666","outbound_label":"Repository record","outbound_source":"dc:identifier"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor.advisor","label":"Advisor","values":["Lauren Block"]},{"key":"dc:contributor.committeemember","label":"Committee Member","values":["Maureen Morrin","Pragya Mathur","Stephen Gould"]},{"key":"dc:creator","label":"Author","values":["Baskentli, Sara"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date.available","label":"Dc Date Available","values":["2024-05-30T07:00:00Z"]},{"key":"thesis:degree_discipline","label":"Discipline","values":["Business"]},{"key":"thesis:degree_level","label":"Degree Level","values":["Doctoral"]},{"key":"thesis:degree_name","label":"Degree Name","values":["Doctor of Philosophy"]},{"key":"thesis:institution_name","label":"Thesis Institution Name","values":["The Graduate School and University Center of The City University of New York"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["Experimental Analysis of Behavior","Food Studies","Marketing","food decision making","calorie inferences","serving temperature"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier","label":"Identifier","values":["https://academicworks.cuny.edu/gc_etds/2666"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description.abstract","label":"Abstract","values":["This research introduces the serving temperature bias, which is defined as the belief that a food or beverage served hot has more calories and is considered more fattening than the same item served cold. Six studies, including an observational field study and follow-up controlled experiments, demonstrate that people indeed hold the serving temperature bias. This belief is grounded in the conceptual associations between warm foods and beverages and consumers’ affiliative semantic associations regarding home and hearth - concepts captured by the phrase “homelike.” Specifically, hot foods and beverages are perceived to be labor of love and reminder of home (homelike) and thus hedonically pleasing. The reported studies replicate the serving temperature bias and this underlying process across a variety of consumables (e.g., sandwiches, snacks and a beverage), as well as demonstrate a downstream consequence of the serving temperature bias on actual or intended complementary purchases.
"]},{"key":"dc:title","label":"Title","values":["Some Like It Hot: The Effect of Serving Temperature on Perceived Caloric Content and Intent to Purchase Complementary Food"]}]}],"canonical_facts":{"dc:contributor.advisor":["Lauren Block"],"dc:contributor.committeemember":["Maureen Morrin","Pragya Mathur","Stephen Gould"],"dc:creator":["Baskentli, Sara"],"dc:date.available":["2024-05-30T07:00:00Z"],"dc:description.abstract":["This research introduces the serving temperature bias, which is defined as the belief that a food or beverage served hot has more calories and is considered more fattening than the same item served cold. Six studies, including an observational field study and follow-up controlled experiments, demonstrate that people indeed hold the serving temperature bias. This belief is grounded in the conceptual associations between warm foods and beverages and consumers’ affiliative semantic associations regarding home and hearth - concepts captured by the phrase “homelike.” Specifically, hot foods and beverages are perceived to be labor of love and reminder of home (homelike) and thus hedonically pleasing. The reported studies replicate the serving temperature bias and this underlying process across a variety of consumables (e.g., sandwiches, snacks and a beverage), as well as demonstrate a downstream consequence of the serving temperature bias on actual or intended complementary purchases.
"],"dc:identifier":["https://academicworks.cuny.edu/gc_etds/2666"],"dc:subject":["Experimental Analysis of Behavior","Food Studies","Marketing","food decision making","calorie inferences","serving temperature"],"dc:title":["Some Like It Hot: The Effect of Serving Temperature on Perceived Caloric Content and Intent to Purchase Complementary Food"],"thesis:degree_discipline":["Business"],"thesis:degree_level":["Doctoral"],"thesis:degree_name":["Doctor of Philosophy"],"thesis:institution_name":["The Graduate School and University Center of The City University of New York"]},"updated_at":"2026-07-24T01:58:49Z"}