This study investigates how temperature influences consumers’ bidding behavior in auction settings, drawing on the framework of embodied cognition. Two experiments were conducted to investigate how both product temperature (Experiment 1) and ambient temperature (Experiment 2) influence consumers’ bidding prices. In each experiment, participants were exposed to either a warm or cold condition and asked to place a bid on a selected product. The results showed that participants in the cold condition consistently placed higher bid prices than those in the warm condition. These findings suggest that physical coldness elicits psychological discomfort, which in turn triggers compensatory behaviors such as increased willingness to pay. The study contributes to the literature by integrating embodied cognition theory into the domain of consumer bidding behavior and offers implications for sensory marketing strategies.