Bob is correct in his assessments regarding home air exchange and that the unit you are looking at is not a matter of heating or being a heating element in and of itself. It is helping to recover the heat that you already have in your home and not waste the energy on heating the air outdoors.

Hoyme Manufacturing makes a motorless heat exchanger that uses the fan of your furnace (or any other in-line fan for that matter) to service the air through and exchange the stale air indoors with fresh air from outside in a controlled manner. In this way your are not losing the energy cost of having the warm air inside be lost to the cold air outside without first warming up the fresh air you need in your home. Energy cost are way too high to pay to heat the outdoors as well as your home. Hence the Heat recovery(or cool air recovery if you are in a warmer climate).
I post this here because there is a diagram on the Hoyme website that may be useful in showing how this works.

Hoyme Manufacturing Inc - Motorized Dampers & Ventilators - North America

There is more information on Air Exchangers here.

Hoyme Manufacturing Inc - Motorized Dampers & Ventilators - North America

Nice thing being that the Hoyme Air exchanger is also not prone to frosting issues which has a negative impact on the effectiveness of the some of the other air exchangers on the market. And being motorless and using the furnace fan there is no risk of the air exchanger being a fire hazard as has been the case for some other air exchangers when their internal fan motor burns out or over heats.

Again I offer this just as helpful information.

Lowell