Taking temperature readings during cooling is often preferred because it minimizes the influence of surrounding temperatures, allowing for a more accurate measurement of the substance's temperature. When a substance is warming up, the thermocouple may record both the substance's temperature and the ambient temperature, leading to potential inaccuracies. Additionally, the rate of temperature change is typically faster during heating, which can affect the thermometer's response time. Hysteresis in the measurement instrument may also play a role, as it can cause discrepancies in readings during heating versus cooling. Overall, cooling measurements can provide clearer and more reliable data.