Why Consumers Buy Lottery Tickets When the Sun Goes Down on Them.The Depleting Nature of Weather Induced Bad Moods.

Why Consumers Buy Lottery Tickets When the Sun Goes Down on Them.

The Depleting Nature of Weather-Induced Bad Moods.



Catholic University Leuven


Catholic University Leuven


Erasmus University Rotterdam


Catholic University Leuven / Erasmus University Rotterdam


     We propose that weather conditions can influence consumers’ engagement in lottery play.  A longitudinal study on the extent of lottery play in Belgium shows that lottery expenditures are indeed higher after reduced exposure to sunshine, even after controlling for people’s inertia, time-varying characteristics of the game, and deterministic seasonal components.  The results of a first laboratory study are consistent with these findings, and establish a link between lottery play and negative mood. Subsequent experiments provide evidence that depletion due to active mood regulation attempts, rather than mood repair, is the underlying process for the link between bad weather and lottery play.


Sabrina Bruyneel, Siegfried Dewitte, and Philip Hans Franses,Marnik Dekimpe (2006) ,"Why Consumers Buy Lottery Tickets When the Sun Goes Down on Them.The Depleting Nature of Weather Induced Bad Moods.", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 46-47.


Sabrina Bruyneel, Catholic University Leuven
Siegfried Dewitte, Catholic University Leuven
Philip Hans Franses,Marnik Dekimpe, Erasmus University Rotterdam,Catholic University Leuven/Erasmus University Rotterdam


NA - Advances in Consumer Research Volume 33 | 2006

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