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.
Citation:
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.
Authors
Rahul Govind, University of Mississippi
Nitika Garg, University of Mississippi
Volume
AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009
Share Proceeding
Featured papers
See MoreFeatured
Unintended Customer Consequences of Corporate Lobbying
Gautham Vadakkepatt, George Mason University
Kelly Martin, Colorado State University
Neeru Paharia, Georgetown University, USA
Sandeep Arora, University of Manitoba, Canada
Featured
Proximity Bias: Interactive Effects of Event Valence and Event Nearness on Probability Estimates
Jennifer Seok Hwa Hong, New York University, USA
Chiara Longoni, Boston University, USA
Vicki G. Morwitz, New York University, USA
Featured
Inequality and Market (In)efficiency
Serena Hagerty, Harvard Business School, USA
Michael Norton, Harvard Business School, USA