In this study, the influence of ambient temperature on consumer adoption of new products was explored based on cognitive resource theory. High temperature environments cost consumers more cognitive resource, which reduce their perception of risk, and thus improve the adoption of new products. The effect is more pronounced for really new product. In this paper, three experiments were conducted to verify the above hypotheses. Study 1 used quasi¯experiment method to control the ambient temperature to verify the main effect that the high temperature environment could promote the adoption of new products; Study 2 tested the underlying mechanism from the perspective of cognitive resource; Study 3 tested the moderating effect of the type of new product while verifying the main effect and mediating effect. This study is not only theoretically helpful to deepen the understanding of the influence of temperature, but also has reference significance for enterprises to launch new products in practice.