The effect of weather on consumer spending |
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Authors: | Kyle B Murray Fabrizio Di Muro Adam Finn Peter Popkowski Leszczyc |
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Institution: | 1. The Hebrew University of Jerusalem, Israel;2. Columbia University, United States;3. Interdisciplinary Center, Herzliya, Israel and visiting professor at Columbia University, United States;1. Lingnan College, Sun Yat-sen University, China;2. CUHK Business School, The Chinese University of Hong Kong, Hong Kong |
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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. |
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