Weather, Affect, and Consumption Preference for Hedonic and Utilitarian Products: The Moderating Role of Gender

Abstract

How and why does the association between weather and hedonic consumption differ between males and females? This paper theorizes that females have a stronger affective response to weather conditions, which subsequently induces a larger increase in their hedonic consumption compared to males. Four studies show that the relationship between weather conditions and hedonic consumption (food and non-food items) is mediated by affect. The four studies achieve triangulation by using diverse methodologies (surveys and experiments), participants (students and non-students), measures of independent variables (weather conditions as measured and manipulated), dependent measures (consumption preference and choice), and consumption modalities (food and non-food).