| dc.contributor.author | Govind, Rahul | |
| dc.contributor.author | Garg, Nitika | |
| dc.date.accessioned | 2018-02-15T10:35:11Z | |
| dc.date.available | 2018-02-15T10:35:11Z | |
| dc.date.issued | 2018-01-22 | |
| dc.identifier.uri | http://hdl.handle.net/11718/20326 | |
| dc.description | The R & P seminar held at Wing 11 Committee Room, IIM Ahmedabad on January 22, 2018 by Profs. Rahul Govind & Nitika Garg, UNSW, Sydney on Weather, Affect, and Consumption Preference for Hedonic and Utilitarian Products: The Moderating Role of Gender | en_US |
| dc.description.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). | en_US |
| dc.publisher | Indian Institute of Management Ahmedabad | en_US |
| dc.subject | Weather | en_US |
| dc.subject | Consumption Preference | en_US |
| dc.subject | Hedonic consumption | en_US |
| dc.title | Weather, Affect, and Consumption Preference for Hedonic and Utilitarian Products: The Moderating Role of Gender | en_US |
| dc.type | Video | en_US |
