The Effect of Weather on Consumer Spending

Journal of Retailing and Consumer Services, Forthcoming

39 Pages Posted: 13 Aug 2010  

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

Independent

Peter T. L. Popkowski Leszczyc

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

Date Written: July 6, 2010

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.

Keywords: Weather, Consumer Choice, Retailing

JEL Classification: C30, C91, D91, M31

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: https://ssrn.com/abstract=1657977

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

Independent

No Address Available

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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