Real world applications

Do experiments have an application in the real world? Take, for example, a recent study by Canadian researchers who claim people who experience social isolation are more likely to perceive that the air around them is cooler. This gives the "getting the cold shoulder treatment" (blame The Daily Telegraph for that) more credence - and leaves one wondering if this was the initiating spark for the study. And, the good news is that it doesn't have to be happening at that time - subjects in the study only had to recall an excluding experience to believe temperatures were cooler by 3C. So, next time you're feeling a little warm, and want to save the environment by not turning on that air conditioner - think about the last time you felt sad about not being "one of the gang". Of course, the other side of this is if you're in a situation when you do feel excluded, chances are you'll want something warm to eat or drink afterwards. I guess that would just about even out any energy saving in the first instance.