The impact of individual differences in weather sensitivity on weather-related purchase intentions

Marketing scholars have demonstrated the impacts of weather on consumer behavior at the aggregate level; however, they have not fully analyzed how individual differences in weather sensitivity (WS) play a role in consumers’ purchase decisions. Therefore, we examine how individual differences in WS influence weather-related purchases (e.g., flood insurance, buying hot coffee on a cold, rainy day). Specifically, we find that consumers who are high...