Geographic Differences in the Consumption of Hedonic Products: What the Weather Tells the Marketer!

Wenbin Sun, University of Mississippi, USA
Rahul Govind, University of Mississippi, USA
Nitika Garg, University of Mississippi, USA
Multiple studies have shown that weather conditions play an important role in determining the affect of individuals. Another group of studies has examined the influence of affect on the consumption of hedonic products. However, only recently have the two effects been studied together to establish the relationship between weather and hedonic consumption. The current research utilizes empirical analysis to confirm that not only is weather impacts hedonic consumption but also, that its impact varies geographically across the continental United States. Data on the consumption of hedonic products along with twenty weather related variables at the zip code level for the entire continental Unites States were used to examine this relationship, after controlling for known determinants that influence consumption of these hedonic goods.
[ to cite ]:
Wenbin Sun, Rahul Govind, and Nitika Garg (2009) ,"Geographic Differences in the Consumption of Hedonic Products: What the Weather Tells the Marketer!", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 710-711.