Although the effect of temperature on consumers is ubiquitous, little is known about how temperature affects consumers' attitudes toward nostalgic advertising. Drawing on embodied cognition theory, this study explores the effect of temperature on consumers' attitudes toward nostalgic advertising through the mediator of the affective system. Based on two experiments involving personal and historical nostalgic advertising, our results show that when exposed to comfortable temperature, consumers follow the “assimilative effect” of temperature; warm temperatures trigger more positive attitudes toward nostalgic advertising when compared with cool temperatures. However, when exposed to uncomfortable temperatures, consumers follow the “complementary effect” of temperatures; cold temperatures lead to more positive attitudes toward nostalgic advertising than hot temperatures. Furthermore, the affective system plays a mediating role between temperature and consumers' attitudes toward nostalgic advertising. This study contributes to the literature on temperature in marketing and provides a practical guide for companies to implement nostalgic advertising strategies.

中文翻译：

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解开温度对消费者对怀旧广告态度的影响

尽管温度对消费者的影响无处不在，但人们对温度如何影响消费者对怀旧广告的态度知之甚少。本研究借鉴具身认知理论，探讨温度通过情感系统的中介作用对消费者对怀旧广告态度的影响。基于两个涉及个人和历史怀旧广告的实验，我们的结果表明，当暴露在舒适的温度下时，消费者会遵循温度的“同化效应”；与凉爽的温度相比，温暖的温度会引发对怀旧广告更积极的态度。然而，当暴露在不舒服的温度下时，消费者会遵循温度的“互补效应”；与高温相比，低温导致对怀旧广告的态度更积极。此外，情感系统在温度和消费者对怀旧广告的态度之间起着中介作用。本研究为营销中的温度文献做出了贡献，并为公司实施怀旧广告策略提供了实用指南。