How to boost sales based on weather?
Weather is omnipresent in our daily lives and affects how consumers evaluate products – but only under certain conditions. In their new paper, Tobias Schlager, Emanuel de Bellis, and JoAndrea Hoegg found that weather causes consumers to mentally simulate product usage only when the weather state and the activity match. For example, consumers are better able to vividly imagine wearing new sunglasses when the sun is shining. Their results permit companies to improve their pricing and product marketing strategies.
Read the article:
How and when weather boosts consumer product valuation
in: Journal of the Academy of Marketing Science, (), 1-17, 2020
(Tobias Schlager, Emanuel de Bellis, and JoAndrea Hoegg)
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