拟人化营销是近年来商家常用的一种营销方式，其原理是让产品具有人的特征，使得消费者在一定程度上把拟人化产品当作真实的人。诸多研究为拟人化营销如何做、如何做好、有什么效果提供了坚实的证据，然而对于拟人化产品在何种程度上会被知觉为人，以及能带来什么影响的研究还甚少。本研究即基于具身认知、人际知觉、印象形成等理论，通过两个研究探讨了温度这一因素是否能影响消费者对拟人化产品的购买意愿，并且人际知觉是否展现出了与购买意愿同向的变化。 研究一通过线上问卷调查检验了被试在高低温度启动后对拟人化与非拟人化产品的购买意愿；研究二变换温度启动方式，通过实验室研究进一步验证了研究一的结论，并发现购买意愿与人际知觉的关系。两个研究得出的主要结论如下： 1. 温度能够影响拟人化产品的购买意愿，较暖的温度会增加消费者的购买意愿，较冷的温度会减少购买意愿。 2. 在温度的影响下，人际知觉会与拟人化产品购买意愿有相同的变化趋势，购买意愿较高时人际知觉更暖，购买意愿较低时人际知觉更冷。 3. 温度的具身效应可以迁移到拟人化产品的购买意愿上，但是其效果受到其他因素制约。

Anthropomorphic marketing is a method commonly used by businesses in recent years, which enables products to have human characteristics. Consumers consider anthropomorphic products to be real people to a certain extent. Many studies provide solid evidence for how to, how to do well, and what effect anthropomorphic products have. However, there are few studies on the extent to which anthropomorphic products will be perceived as human beings and what effects they can bring. This study is based on the theory of embodied cognition, interpersonal perception and impression formation. Through two studies, this study explores whether temperature can affect the consumer's willingness to purchase anthropomorphic products, and whether interpersonal perception shows the same change as the willingness to purchase. Study 1 is to test the purchase intention of the anthropomorphic and non-anthropomorphic products after temperature prime. Study 2 changes the method of priming, verifying the conclusion of study 1 by the laboratory study. Besides, the relationship between the purchase intention and the interpersonal perception is found. The main conclusions of the two studies are as follows: 1. the temperature in the physical environment can affect the purchase intention of the anthropomorphic product, and the warmer temperature will increase the consumer's purchase intention, and the cold temperature will reduce the purchase intention. 2. under the influence of temperature, the interpersonal perception will have the same change trend with the intention of the anthropomorphic product. When the purchase intention is higher, the interpersonal perception shows warmer result, and the interpersonal perception is colder when the purchase intention is lower. 3. the embodied effect of temperature can migrate to the purchase intention of anthropomorphic products, but this effect is restricted by other factors.