The Influence And Psychological Mechanism Of Temperature Environment On Consumers' Evaluation Of Anthropomorphized Product

Purchasing is a complex decision-making process rather than a simple"stimulus-response".Environmental psychology studies believe that there exists an interaction between people and the surrounding physical environment,such as temperature,light,noise and population density of space.This interaction will have an impact on people's psychology,attitude and even behavior.And personification is an important method of product and brand positioning,which widely exists in our marketing practice,and has been paid attention to by academia in recent years.Based on the experimental method,this study is devoted to the study of the physical context of advertising communication constructed by"human-advertising-temperature environment"and their interaction,and the relationship between temperature change and consumers'attitudes towards anthropomorphic products.Through three experiments,this study finally constructed a complete internal mechanism model about the influence of temperature environment on consumer preferences.Temperature environment(low temperature vs.high temperature)is the independent variable,product evaluation is the dependent variable,product type is the regulatory variable(low personification vs.high personification),and individual loneliness is the mediating variable.The results show that in some products,with the change of temperature(high temperature VS and low temperature),product type(anthropomorphic/non-anthropomorphic)has a significant impact on product attitudes.Specifically,when the temperature decreases,consumers'preferences for anthropomorphic products will increase significantly.This study introduces environmental cognitive psychology into advertising and marketing research,and enriches and expands it.At the same time,the research on personification,a common advertising appeal strategy,will be promoted from the brand presentation level to the user's psychological research level,deepening and expanding the appeal two aspects.