Abstract

http://ssrn.com/abstract=1657977
 


 



The Effect of Weather on Consumer Spending


Kyle B. Murray


University of Alberta - Department of Marketing, Business Economics & Law

Fabrizio Di Muro


University of Western Ontario - Richard Ivey School of Business

Adam Finn


University of Alberta - Department of Marketing, Business Economics & Law

Peter T. L. Popkowski Leszczyc


University of Alberta - Department of Marketing, Business Economics & Law

July 6, 2010

Journal of Retailing and Consumer Services, Forthcoming

Abstract:     
There has been a great deal of anecdotal evidence to suggest that weather affects consumer decision making. In this paper, we provide empirical evidence to explain how the weather affects consumer spending and we detail the psychological mechanism that underlies this phenomenon. Specifically, we propose that the effect of weather – and, in particular, sunlight – on consumer spending is mediated by negative affect. That is, as exposure to sunlight increases, negative affect decreases and consumer spending tends to increase. We find strong support for this prediction across a series of three mixed methods studies in both the lab and the field.

Number of Pages in PDF File: 39

Keywords: Weather, Consumer Choice, Retailing

JEL Classification: C30, C91, D91, M31

Accepted Paper Series


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Date posted: August 13, 2010  

Suggested Citation

Murray, Kyle B. and Di Muro, Fabrizio and Finn, Adam and Popkowski Leszczyc, Peter T. L., The Effect of Weather on Consumer Spending (July 6, 2010). Journal of Retailing and Consumer Services, Forthcoming. Available at SSRN: http://ssrn.com/abstract=1657977

Contact Information

Kyle B. Murray (Contact Author)
University of Alberta - Department of Marketing, Business Economics & Law ( email )
Edmonton, Alberta T6G 2R6
Canada
780-248-1091 (Phone)
780-492-4631 (Fax)
HOME PAGE: http://www.kylemurray.com

Fabrizio Di Muro
University of Western Ontario - Richard Ivey School of Business ( email )
1151 Richmond Street North
London, Ontario N6A 3K7
Canada
Adam Finn
University of Alberta - Department of Marketing, Business Economics & Law ( email )
Edmonton, Alberta T6G 2R6
Canada

Peter T. L. Popkowski Leszczyc
University of Alberta - Department of Marketing, Business Economics & Law ( email )
Edmonton, Alberta T6G 2R6
Canada
780-492-1866 (Phone)
780-492-3325 (Fax)
HOME PAGE: http://www.bus.ualberta.ca/ppopkowski/

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