Escape. Relax with A Winter's Tale, The Call of the Wild, Doctor Zhivago, or Smilla's Sense of Snow. "Reading about cold can take your mind off the thermometer, evoking one's own experience of ice and snow," says Walter A. Brown, a clinical professor of psychiatry at the medical schools of Brown and Tufts Universities and an expert in the placebo effect. "It's also a bit of self-hypnosis. Sometimes when I shower and the water is cold, I tell myself it's hot and I can make myself believe it." You can save that last insight for another season entirely.