Consumers value products more on sunny and snowy days but not when it rains

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.

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