| Food is very important to human health.In the poverty period,lacking of enough food intake will bring a series of health problems.With the progress of society,for the vast majority of people,enough food intake is no longer a problem,whether the the food is healthy or not has become an important factor affecting human health.Health food refers to food that is beneficial to human health in the long run.Corresponding to it is unhealthy food,that is,it is not conducive to human health in the long run,but in the short term,it is possible to meet the needs of consumers’ luxury.From a rational point of view,consumers in the consumption of food should choose healthy food and not choose unhealthy food,but the reality is that most people have the experience of consumption of unhealthy food.At the time of shopping,consumers with low self-control are often struggling to resist the temptation of unhealthy food to buy unhealthy food;sometimes consumers may buy unhealthy food in irrational circumstances.Sellers will take a variety of measures to guide consumers to buy healthy food or unhealthy food.The study of consumer health food and unhealthy food selection behavior is one of the hot topics of recent academic research.From the existing literature,the factors that affect the choice of consumer health food and unhealthy food can be divided into three categories:one is the consumer’s own factors(such as consumer’s personality traits,etc.);one is marketing Strategy(such as 4p);and the last one is shopping environment where consumers exposure to.From the perspective of environmental factors to study the health of consumers and unhealthy food selection behavior is a new perspective of the current research,the existing literature on the issue has been discussed in the light intensity of the impact of environmental factors.On this basis,further study the influence of environmental temperature on environmental factors.In this paper,four experiments were conducted to verify the effect of ambient temperature on the choice of consumer healthy food and unhealthy food,and revealed the intermediate mechanism of environmental temperature and the boundary of action.Experiments 1 and 2 verify the relationship between temperature and the cognitive mechanism of mediation mechanism.Experiment 3 verifies the intermediary mechanism of cognitive mode.Experiment 4 verifies the regulation effect of self-control ability.Get the following conclusions:(1)ambient temperature will affect the consumer’s health food and unhealthy food selection behavior.Specifically,in the context of higher ambient temperatures,consumers tend to choose healthy food,in the context of lower ambient temperatures,consumers tend to choose unhealthy food;(2)Cognitive approach is the intermediary mechanism of environmental temperature affecting consumer health food and unhealthy food selection behavior;(3)self-control ability to adjust the ambient temperature on the health of consumers and unhealthy food selection behavior effects. |
