The Effects of Weather on Negative Hedonic Consumption: What the Weather Tells the Marketer.

The research studies the relationship between weather conditions faced by an individual and her propensity to indulge in the consumption of negative hedonic goods. We bring together two streams of literature - the effect of weather on mood and the effect of mood on hedonic consumption to study this relationship. Three methodological approaches, an empirical study, a field study and an experiment are utilized to prove that the consumption of hedonic products is significantly influenced by weather. The experimental study also helps us to ascertain that the relationship is mediated by the mood of the consumers.


Rahul Govind and Nitika Garg (2009) ,"The Effects of Weather on Negative Hedonic Consumption: What the Weather Tells the Marketer.", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 47-49.


Rahul Govind, University of Mississippi
Nitika Garg, University of Mississippi


AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009

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