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

We theorize that temperature interacts with task complexity to jointly affect task performance. While cool temperatures encourage primarily systematic processing and thus enhance performance on simple tasks, warm temperatures prompt primarily heuristic processing, and thus lead to better performance on complex tasks. Further, warm (vs. cool) temperatures enhance creative cognition.


Luqiong Tong, Rui (Juliet) Zhu, Yuhuang Zheng, and Ping Zhao (2013) ,"Warmer Or Cooler: Exploring the Influence of Ambient Temperature on Cognitive Task Performance", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 27-30.


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


E - European Advances in Consumer Research Volume 10 | 2013

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