The Effect of Weather on Consumer Spending

Kyle B. Murray, University of Western Ontario, Canada
Adam Finn, University of Alberta, Canada
Peter Popkowski Leszczyc, University of Alberta, Canada
Fabrizio Di Muro, University of Western Ontario, Canada
This paper reports the results of three studies which provide strong evidence that weather can impact consumer spending. In particular, the results of the first study highlight the important effects of temperature, humidity, snow fall, and especially sunlight, in retail sales. The second study replicates the general finding of previous research, which indicates that sunlight affects mood, while simultaneously demonstrating that mood affects spending. The third study demonstrates that mood mediates the effect of sunlight on consumer spending. The present research makes an important contribution to our understanding of consumer behavior by demonstrating that weather does affect retail sales.
[ to cite ]:
Kyle B. Murray, Adam Finn, Peter Popkowski Leszczyc, and Fabrizio Di Muro (2008) ,"The Effect of Weather on Consumer Spending", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 697-698.