现如今色彩营销不仅在学术界被广泛讨论，在市场营销当中也被营销人员广为应用。近年来，越来越多的学者从冷暖色的角度对该话题展开了研究，与此同时，有关社会认知“大二模型”的研究，也多次与冷暖色话题共同出现。社会认知“大二模型”主要包含两大核心维度：其一为热情，其二为能力。（Fiske et al.,2002）。能力维度主要表现为有创造力的、有竞争力的等多个方面；而热情维度表现为温暖的、热情的等多个方面（Fiske,2002;佐斌等, 2021; Cuddyet al., 2009; Fiske,2007）。大二模型曾多次运用在广告诉求、品牌、标签等形式中，但以往少有学者直接研究产品冷暖色和“大二模型”诉求广告之间的匹配关系对消费者购买意愿的影响。广告诉求是说服广告受众的关键因素（Holbrook & Batra, 1987）。不同类型的广告诉求会影响消费者的认知、情感和行为（Za
rantonello, Schmitt, & Jedidi, 2014）。因此，本研究从“大二模型”诉求广告和产品冷暖色的角度出发，对二者之间的匹配效应对消费者购买愿意的影响进行了研究，并探讨了其中作用的中介机制——认知加工流畅性。

    本研究通过三个正式实验进行展开验证。研究一旨在通过内隐联想测验探讨冷暖色与“大二模型”之间存在的匹配效应，即冷色和能力相匹配，暖色和热情相匹配；研究二代入消费场景，旨在检验当产品冷暖色与能力型诉求广告和热情型诉求广告匹配呈现时，消费者的购买意愿会更高；研究三旨在探究认知加工流畅性在产品冷暖色与能力型诉求广告和热情型诉求广告的匹配效应对消费者购买意愿的影响过程中起到了的中介作用，并再次验证了产品冷暖色与能力型诉求广告和热情型诉求广告匹配呈现时，对消费者的购买意愿的影响。研究结果显示：（1）冷暖色与能力和热情维度之间存在匹配效应，即冷色和能力更匹配，暖色和热情更匹配；（2）产品冷暖色与能力型诉求广告和热情型诉求的匹配会对消费者产生积极的正向影响，即当冷色产品与能力型诉求广告匹配时（相比于暖色产品），消费者会产生更高的购买意愿；当暖色产品与热情型诉求广告匹配时（相比于冷色产品），消费者会产生更高的购买意愿。（3）认知加工流畅性在产品冷暖色与能力型诉求广告和热情型诉求广告的匹配效应对消费者购买意愿的影响过程中起到了中介作用。

    Nowadays, color marketing is not only widely discussed in academia, but also widely used by marketers in marketing. In recent years, more and more scholars have researched this topic from the perspective of warm and cool colors, and at the same time, the research on the "Big Two Model" of social cognition has also appeared together with the topic of warm and cool colors many times. The Big Two model has been used in advertising, branding, labeling and other forms, but few scholars have directly studied the matching relationship between the warm and cool colors of products and the Big Two model of advertising. Therefore, from the perspective of "Big Two" appeal advertisements and product warm and cool colors, this study investigates the matching benefits between the two, and explores the intermediary mechanism - cognitive processing fluency.

    The study was conducted through three formal experiments. Study 1 aimed to explore the matching effect between warm and cool colors and the "Big Two Model" through an implicit association test; Study 2 aimed to examine the higher purchase intention of consumers when warm and cool colors were presented in conjunction with competence-based appeal ads and passionate appeal ads; Study 3 aimed to investigate the role of cognitive processing fluency in the matching effect between warm and cool colors and competence-based appeal ads and passionate appeal ads; and Study 3 aimed to investigate the role of cognitive processing fluency in the matching effect between warm and cool colors and competence-based appeal ads and passionate appeal ads. Study 3 aimed to investigate the mediating role of cognitive processing fluency in the process of the matching effect of product warm and cold colors with competence-based appeal ads and passion-based appeal ads on consumers' purchase intention, and to verify again the effect of product warm and cold colors on increasing consumers' purchase intention when presented in matching with competence-based appeal ads and passion-based appeal ads. 

    The results of the study show that (1) there is a matching effect between cold and  warm colors and the dimensions of competence and enthusiasm, i.e., cold colors are  more compatible with competence, and warm colors are more compatible with  enthusiasm; (2) the matching of cold and warm colors of products with competence - based appeal advertisements and enthusiastic appeal advertisements has a positive positive impact on consumers, i.e., when a cold-colored product is matched with an advertisement of competence-based appeals (compared with a warm-colored product), the consumer will generate a higher purchase intention; When warm-colored products are matched with passionate appeal ads (compared with cold-colored products),  consumers will have higher purchase intention. (3) Cognitive processing fluency plays a mediating role in the effect of matching warm and cold colors with competence- based and passion-based advertisements on consumers' purchase intention.