Weather, Affect, and Consumption: the Moderating Role of Gender and Product Nature

While affect has been suggested as the driver of weather-consumption relationship, the when and why of it are not understood. Across four studies, that span national surveys and experimental studies, we not only establish affect as a mediator of weather-consumption relationship but also, that it is moderated by gender. In addition, we find that the nature of product (hedonic vs. utilitarian) affects that mediated relationship at different levels.