Summer is coming: How temperature affects consumer habits

Shilpa Madan

This article investigates the impact of temperature on consumer purchase behaviours, and the link between warmer weather and an increased reliance on 'social proof'.

With temperatures soaring across Asia, the stage is set for a bumper summer for consumer products. Hardly surprising, as 60% of the world's population rushes to embrace drinks, desserts, lotions, and potions that promise respite from the oppressive heat and humidity.

That ambient temperature plays a huge role in our daily lives is evident in the fact that our homes and cars come with sophisticated temperature control systems to suit specific requirements. As such, the link between rising temperatures and demand for cooling products is a no brainer. However, the story is more nuanced than that.

We have all experienced...

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