Wednesday, February 26, 2020
A valid "social" "science" study!
For once a "social" "science" study isn't trivially redundant or insanely lethally wrong. It answers an important question for marketers, and it fits real observations.
Via Eurekalert:
Weather is an ever-present force in consumers' daily lives, yet there is little marketing research on how it affects consumers and businesses. A new UBC Sauder School of Business study reveals that sunny and snowy conditions trigger consumers to mentally visualize using products associated with the respective weather, which leads to consumers placing a higher value on them. Researchers also found the link between weather and higher product valuation only works for products that are related to being outside.I'm pretty sure old-fashioned salesmen and stores understood this point intuitively, but modern digital advertisers could use it in a more mechanical way. This matches my observations of outdoor friendliness. In sunny or snowy weather people are more inclined to talk or participate. In rainy or windy weather everyone keeps their head down. ¶ 9:45 PM
