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

Sangkil Moon, JaeHwan Kwon, Sang-Uk Jung and Young Han Bae

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.

Introduction

Weather influences various aspects of people's lives. A negative mood caused by rain may or may not stop people from engaging in outdoor activities, depending on how sensitive they are to such weather. Likewise, weather influences consumers' purchase decisions in many different ways. Rain may or may not stop them from shopping for groceries, according to how sensitive their moods are to such weather. Similarly, how much people believe that sunlight is harmful to their skin can influence how much they are willing to pay for sunscreen products.

As suggested in these examples, such individual differences in weather sensitivity...

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