In 2005, the New York Times sent a reporter into department stores around town with a professional-grade thermometer. They found that the higher a store's prices, the lower it set the thermostat. The Times explained that this was a hidden status symbol — it was the peak of summer, and air conditioning costs money, after all — but according to new research, there might be more to it. Cold temperatures don't just make a place feel richer; they might actually change the way customers make decisions.
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Written by Ashley Hamer February 26, 2019
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