2102 
2179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。
温度如何影响消费者行为：研究述评与展望
摘要
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引用本文
曹琪, 王晓玉. 温度如何影响消费者行为：研究述评与展望[J]. 外国经济与管理, 2024, 46(5): 136-152.
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