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.