Warmer Or Cooler: Exploring the Influence of Ambient Temperature on Cognitive Task Performance

We hypothesize that temperature interacts with task complexity to jointly affect task performance. While cool temperatures encourage systematic processing and thus enhance performance on simple tasks, warm temperatures prompt heuristic processing, thus enhancing performance on complex tasks. Further, warm temperatures, due to its activation of heuristic processing, enhance creativity.


Luqiong Tong, Yuhuang Zheng, Ping Zhao, and Rui (Juliet) Zhu (2012) ,"Warmer Or Cooler: Exploring the Influence of Ambient Temperature on Cognitive Task Performance", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 42-47.


Luqiong Tong, Tsinghua University, China
Yuhuang Zheng, Tsinghua University, China
Ping Zhao, Tsinghua University, China
Rui (Juliet) Zhu, University of British Columbia, Canada


NA - Advances in Consumer Research Volume 40 | 2012

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