Consumer mind-frame can also be determined by seasonal weather events – so if there is snowfall in late October then this could get consumers into the Christmas spirit early and therefore boost pre-Christmas sales. Many retailers are savvy to this phenomenon and use bright halogen lighting which mimics the effect of sunlight in their stores. Similarly, a study by Persinger and Levesque found that 40% of mood evaluations were accounted for by a combination of meteorological events in particular, barometric pressure and sunshine. Experiments show consumers would willingly pay 37% more for green tea and 56% more for gym membership after being exposed to sunlight. Murray revealed that exposure to sunlight dramatically increased levels of consumption as well as the amount spent per item. Studies show that temperature, humidity, air pressure, snow fall, and, especially sunlight can have a huge impact on a consumer’s mind frame and by extension their spending. The second way in which weather influences consumer behavior is through its effect on mood. Weather affects consumers on 3 levels their purchase method, their mood, and their product choice - each of these are covered below.Įffect of Weather on Mood and Propensity to Purchase By executing weather based marketing campaigns, brands can gain a real competitive advantage. This data can be leveraged to market products at the most profitable time and in the most impactful way. Understanding this relationship can pay huge dividends for both brands and performance marketers. The food we eat, the clothes we wear, what car we drive and even what type of house we buy, can all be determined by commonplace fluctuations in weather. In reality, weather affects practically every consumer purchase decision. The effects are far more pervasive than the obvious examples that spring to mind ice cream selling on hot days, and umbrellas when it’s raining. It affects consumers’ emotional state, drives their purchase decisions, and dictates how much they are willing to spend. Weather has the biggest influence on consumer behavior after the economy, according to the British Retail Consortium.
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