What are you willing to pay for that dress that caught your eye in the department-store window? Or that sports car you admired on the dealers’ lot?New research suggests the answer may depend on what the thermometer is registering.In the Journal of Consumer Psychology, Israeli researchers offer evidence that people value products more highly when they’re feeling comfortably warm. They argue that “exposure to physical warmth activates the concept of emotional warmth,” producing positive emotions and increasing the items’ perceived worth.