温度如何影响消费者行为:研究述评与展望  

The Impact of Temperature on Consumer Behavior:A Review and Prospects

作　　者：曹琪 王晓玉 Cao Qi;Wang Xiaoyu(College of Business,Shanghai University of Finance and Economics,Shanghai 200433,China)

机构地区：[1]上海财经大学商学院,上海200433

出　　处：《外国经济与管理》2024年第5期136-152,共17页Foreign Economics & Management

基　　金：上海财经大学2020年研究生创新基金(CXJJ-2020-405)。

摘　　要：温度是企业开展营销活动的重要依据,它对消费者有着重要的影响。在营销领域,尽管温度相关研究日益增加,但目前还缺乏对温度研究的系统性文献梳理和述评。本文首先介绍了物理温度与社会情感的隐喻联系;紧接着从不同的温度范围出发,回顾了物理温暖、物理高温、物理低温和人际温度对消费者行为的影响,并介绍了温度的通感研究;随后从同化和补偿效应两个方面解释了温度的影响机制,并阐述了实验法中温度的操控方式;最后就温度对消费者行为影响的研究现状进行了评价,并从前置因素、影响后果及机制、边界条件、研究方法等方面提出了未来研究建议。Temperature is an important basis for enterprises to carry out marketing activities,and it has a significant impact on consumers.In the field of marketing,although temperature-related research is increasing,there is currently a lack of systematic review of temperature-related literature.Therefore,this paper first introduces the metaphorical relationship between physical temperature and social emotions.Then,starting from different temperature ranges,this paper reviews the impacts of physical warmth,physical high-temperature,physical low-temperature,and interpersonal temperature on consumer behavior,and introduces the study of temperature synesthesia.After this,from the perspectives of assimilation and compensation effects,this paper explains the influence mechanism of temperature and elucidates the temperature manipulation method.This paper evaluates the current research status of the impact of temperature on consumer behavior,and proposes future research suggestions from the perspectives of antecedents,consequences and mechanisms,boundary conditions,and research methods.

关 键 词：温度 综述 操纵 消费者反应 

分 类 号：F270[经济管理—企业管理]