1.受測者在感官刺激下，心理溫度皆會受到影響，暖的感官刺激相較冷的感官刺激會有較高的心理溫度。 2.受測者在心理溫度高時偏向選擇參加社會互動性高的志工活動，反之偏好選擇參加社會互動性低的志工活動。 3.受測者在心理溫度高時偏向選擇選健康的食物類型，反之偏好選擇非健康食物類型。 4.受測者在心理溫度高時偏向選擇功能屬性贈品，反之偏好選擇享樂屬性贈品。 5.穿衣風格選擇差異只在口腔體感覺實驗中成功，受測者在心理溫度高時偏向選擇非隨性的穿衣風格，反之偏好選擇隨興穿衣風格 ;The impact of Sensory stimulation on consumers is not only their feelings but their psychological warmth. Mental condition can be represented by psychological warmth. Psychological warmth indirectly makes an impact on decision-making and behavior patterns of consumers. In this study, we design three experiments: visual stimulation, auditory stimulation and taste stimulation. We take them as sensory stimulation variables of manipulating consumers’ psychological warmth and investigate whether consumers’ psychological warmth will change due to different types of sensory stimulations. Besides, we study on consumer choices of the type of volunteers (high social interaction / low social interaction), the type of food (healthy food / unhealthy food), the dressing style (casual / regular) and the gift type (Hedonic / Utilitarian).The results show that:
1.people’s psychological warmth will be influenced by the sensory stimulation. 2.Comparing the warmth stimulation with the cold one, the warmth stimulation has higher psychological warmth. 3.When people’ psychological warmth is high, they tend to choose participating in volunteer community activity with high social interaction, on the contrary participating in volunteer activity with low social interaction. 4.When people’ psychological warmth is high, they tend to choose healthy food on the contrary choose type of unhealthy food. 5.When people’ psychological warmth is high, they tend to choose the utilitarian type of gifts on the contrary choose the hedonic type of gifts. 6.When people’ psychological warmth is high, they tend to to choose regular style of dressing on the contrary choose causal style of dressing in the taste experiment.