In our studies, we included a number of variables for exploratory purposes. We report them here, as 1) they would confuse the main message of the summary of our main research, and, more importantly 2) we did not have a priori hypotheses on any of these variables, 3) readers may be interested in further exploring these relationships, and the OSF allows us to share these data. We encourage researchers interested in doing further research on these data to contact us for collaborations (h.ijzerman@uvt.nl). In order to explore these effects with maximum power, we merged the datasets of Studies 1a and 1b into a merged Study 1 and Studies 2a and b into a merged Study 2 ([Anonymous Merged Data Study 1][1]; [Anonymous Merged Data Study 2][2]). **Gender** * *Study 1* We explored the effect of sex onto temperature estimations. In Study 1, there was no effect of sex onto temperature estimates (and it changed little to the relationship between perceived communality of the brand and temperature perception). ([Sex Syntax Study 1][3]) * *Study 2*: We again explored the effect of sex onto temperature estimations. As one may intuitively expect, females estimated temperature to be lower. When we controlled for sex in our analyses from condition onto estimated temperature, our condition effect strengthened ([Sex Syntax Study 2][4]). Although there was no significant effect in Study 1, we do recommend researchers to keep sex as a control variable in follow up research on temperature estimates. We did not report this sex effect in the main report, as it was not part of our hypotheses. **Brand attitude** * *Study 1* In a bivariate correlation, brand attitude correlated positively with our averaged communality score. It also correlated positively with our temperature perception measure. When we analyzed these in a regression (examining the unique effects of communality and temperature perception onto brand attitude), there were significant effects for communality and temperature estimates onto brand attitude. ([Brand Attitude Syntax Study 1][5]) * *Study 2*: In a bivariate correlation, brand attitude correlated positively with positive communion and agency, and negative with negative agency and communion. It also correlated positively with temperature in participants' room and their estimated temperature. We were specifically interested in brand attitude's relationship with temperature estimates. When we entered condition and temperature estimate jointly into a regression analysis, we found that priming condition entirely determined the effect on brand attitude, with no effect of temperature estimates (which is consistent in our eyes with a lack of effect on valence; see Szymkow et al., 2013). ([Brand Attitude Syntax Study 2)][6]. We hypothesized there to be no effects of temperature estimates onto brand attitudes (but, instead, temperature estimates could feed into people's behaviors). The effects were inconsistent from our Study 1 to Study 2 and should thus be further investigated in further research. **Close to identity** * *Study 1*: Through a bootstrapping analysis with 1000 resamples (Preacher & Hayes, 2008), we find a significant mediation from perceived (averaged) communality to temperature to how close the brand is to one's identity (with all paths significant). ([Syntax Mediation Close to Identity][7]) * *Study 2*: We did not measure how close to the brand was to participants' identity in Studies 2a and b. Given the mediation, this may be a factor to be explored in further research. **Purchasing likelihood** * *Study 1*: Through a bootstrapping analysis with 1000 resamples (Preacher & Hayes, 2008), we find a significant mediation from perceived (averaged) communality to temperature to purchasing likelihood (with all paths significant). ([Syntax Mediation Purchasing Likelihood Study 1][8]). * *Study 2*: We did not measure purchasing likelihood in Studies 2a and b. **Temperature in the room** In all studies, the thermostat temperature seemed to be somewhat tricky. When we controlled for this variable, across studies, our temperature estimate variable became non-significant. In the end, we decided however to leave the thermostat temperature variable out of our analyses. Via this variable, we asked participants to report what the temperature on their thermostat indicated. First, a large portion of our participants did not report the thermostat temperature in our questionnaire (Study 1 N = 243 out of 606 missing; Study 2 N = 264 out of 863 missing). Second and more importantly, we analyzed the effect of condition in Study 2 onto this variable. This effect was statistically significant, and it seems highly unlikely that in such a large sample our condition variable influenced the temperature in the room. We thus interpret that participants frequently reported their estimate temperature (or at least something close to it) for this variable and it was not a valid measurement in our studies. We do however think that this is still important to investigate as a potential variable, both to control for temperature estimates, and to investigate the effects of temperature on perceptions of brands (see e.g., IJzerman & Semin, 2009 for a similar reasoning). One suggestion may be to have participants make a picture of their thermostat and upload this into the online questionnaire. ( [Thermostat Syntax Study 1][9]; [Thermostat Syntax Study 2][10]) **Fresh Air** In our studies, we asked whether participants perceived the air to be fresh (from very bad to very good). * *Study 1*: There was a significant relationship between communality and our Fresh Air variable. We have no explanation for this correlation ([Fresh Air Syntax Study 1][11]). * *Study 2*: There was no significant effect of condition onto the Fresh Air variable. ([Fresh Air Syntax Study 2][12]). [1]: https://osf.io/sgdav/files/Study1_Merged_Data_-_Anon.sav/ [2]: https://osf.io/sgdav/files/Study_2b_Merged_-_Anon.sav/ [3]: https://osf.io/sgdav/files/Sex_Syntax_Study_1.sps/ [4]: https://osf.io/sgdav/files/Sex_Syntax_Study_2.sps/ [5]: https://osf.io/sgdav/files/Brand_Attitude_Syntax_Study_1.sps/ [6]: https://osf.io/sgdav/files/Brand_attitudes_Study_2.sps/ [7]: https://osf.io/sgdav/files/Mediation_Close_to_Identity_Study_1.sps/ [8]: https://osf.io/sgdav/files/Mediation_Purchasing_Likelihood_Study_1.sps/ [9]: https://osf.io/sgdav/files/Temperature_Thermos_Study_1.sps/ [10]: https://osf.io/sgdav/files/Temperature_Thermos_Study_2.sps/ [11]: https://osf.io/sgdav/files/Fresh_Air_Study_1.sps/ [12]: https://osf.io/sgdav/files/Fresh_Air_Study_2.sps/