Studying temperature dependence of light emission intensities in luminescent materials is not only of scientific interest but also technological importance. It is well known that Mn4+-activated “fluoride” phosphors sometimes show an anomalous thermal quenching (TQ) behavior. This behavior is an increase in the integrated photoluminescence (PL) intensity I
PL with increasing temperature T, called negative TQ, and is understood to be due to the electric dipole (parity) forbidden transitions of 2
E
g
→4
A
2g
gained by coupling with the odd-parity lattice vibrations, ν
3, ν
4, and ν
6. The present article discusses the temperature dependence of the integrated PL intensity for the Cr3+-activated “oxide” and “fluoride” phosphors with an emphasis on negative TQ phenomenon. The effects of the 4
A
2g
→4
T
2g
excitation transitions in conjunction with those of the normal (positive) TQ are considered for developing a new analysis model of I
PL(T) data. Our new analysis model shows a good agreement with the experimental I
PL(T) data. Discussion is also given on the temperature dependence of luminescence decay time τ(T), demonstrating a strong correlation between I
PL(T) and τ(T) except for negative TQ occurring only in I
PL(T).