🤝 Salespublished 2w ago
Why giving buyers a warm beverage makes your pitch feel friendlier
Holding a warm cup of coffee or tea activates the insular cortex, the brain region processing physical temperature and interpersonal warmth. In a landmark study led by Lawrence Williams and John Bargh, participants holding a hot beverage judged a target individual as significantly warmer, more caring, and more trustworthy than those holding iced drinks, without realizing the physical sensation influenced their social judgment.
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