Because there's
a primal link between physical warmth and our emotions:
In point of fact, the mercury in our social minds has been of interest since at least the 1940’s, when landmark work on impression-formation by the pioneering social psychologist Solomon Asch demonstrated the “striking and consistent differences of impression” created by substituting the words “warm” and “cold” into a hypothetical person’s personality profile. Since then, a panoply of studies of social perception in a host of cultures have validated the centrality of these temperate anchors in forming rapid unconscious impressions of a person.
Moreover:
It will come as no surprise that the ultimate confluence of the thermal and the personal happens between our ears. The neuroscientist Jaak Panksepp, for example, has noted that the neural machinery for attachment and bonding is actually cobbled together out of more primitive brain areas used for temperature regulation. Adding to this theme, the psychiatrist Myron Hofer’s seminal research in the 1970’s demonstrated that certain parameters of rodent maternal attachment behavior (e.g. variations in touch or warmth) act as “hidden regulators” of various physiological responses (e.g.digestion) in their pups. Around the same time, another psychiatrist, John Bowlby, penned his now-canon observations about the central importance of attachment for the social and psychological development of young humans, reminding us that we are just another part of a chain of mammals that depend on the care of others for survival.
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