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

Published on Feb 5, 2018in International Journal of Market Research
· DOI :10.1177/1470785317744855
Sangkil Moon13
Estimated H-index: 13
(UNCC: University of North Carolina at Charlotte),
JaeHwan Kwon5
Estimated H-index: 5
(Baylor University)
+ 1 AuthorsYoung Han Bae5
Estimated H-index: 5
(Penn State Greater Allegheny)
Sources
Abstract
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 in WS tend to respond to such weather-related purchases more positively. Furthermore, we identify prosocial behavior as a factor that positively impacts these purchases, given that people who are high in prosocial behavior tend to be more responsive to the general environment, including the weather. We also indicate hedonic consumption as another positive factor, in that hedonic consumption can stimulate a positive weather effect (e.g., I want to enjoy shopping today because the weather is so nice). Using successive preliminary and main surveys, we test these hypo...
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