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Advances in Psychological Science    2019, Vol. 27 Issue (2) : 191-200     DOI: 10.3724/SP.J.1042.2019.00191
Conceptual Framework |
How meteorological factors affect consumer behavior? The mechanism of meteo-marketing based on contextual marketing theory
LI Chenxi,YAO Tang()
School of Economics and Management, Beihang University;Key Laboratory of Complex System Analysis, Management and Decision (Beihang University), Ministry of Education, Beijing 100191, China
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Abstract  

There is a growing body of literature investigating the significant impacts of meteorological factors on human behavior, ranging from individual emotion swings to the prosperity and decline of social economics. Based on contextual marketing theory, this study proposes the concept of meteo-marketing, which is particularly applicable for the era of big data. By identifying the meteorological factors that affect consumer’s psychology and behavior in the dynamic weather environment, this study proposes the influential mechanisms of the “meteorological factors-consumer psychology-consumption behavior” logical chain for further verification. The research mainly focuses on the three issues, i.e., the meteorological factors in contextual marketing, the impact of meteorological factors on consumer’s psychology and behavior and the interaction effect of meteorological factors and marketing strategies. Relevant research findings are expected to further extend and enrich the existing contextual marketing theory, and serve as a useful supplement to the discipline of environmental consumer psychology.

Keywords meteorological factors      contextual marketing      meteo-marketing     
ZTFLH:  B849: F713.55  
Corresponding Authors: Tang YAO     E-mail: yaot@buaa.edu.cn
Issue Date: 25 December 2018
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Cite this article:   
Chenxi LI,Tang YAO. How meteorological factors affect consumer behavior? The mechanism of meteo-marketing based on contextual marketing theory[J]. Advances in Psychological Science, 2019, 27(2): 191-200.
URL:  
http://journal.psych.ac.cn/xlkxjz/EN/10.3724/SP.J.1042.2019.00191     OR     http://journal.psych.ac.cn/xlkxjz/EN/Y2019/V27/I2/191
研究阶段 研究领域 研究内容 代表性研究 研究结论 现状及不足
第一阶段 情境营销 情境营销
有效性
Kenny & Marshall, 2000; Luo & Seyedian, 2003 情境营销可以增加购买行为, 提高顾客忠诚度 二手数据进行相关性分析分析, 没有通过实验说明有效性
情境因素影响 地理位置 Bargh & Chart, 1999; Ghose, Goldfarb, & Han, 2012 情境因素对消费行为有明显影响, 特别是对移动端消费 已探讨的影响因素较集中并有限, 忽略自然环境因素(如气象因素)这一重要情境因素的影响
时间因素 Luo et al., 2013; Zubcsek, Katona, & Sarvary, 2015
拥挤程度 Andrews, Luo, Fang, & Ghose, 2015
第二阶段 气象因
素影响
天气
情况
晴天 Cunningham, 1979; Li, Luo, Zhang, & Wang, 2017 天气对于消费行为, 股票市场, 日常决策都有影响 天气是被探讨最多的气象因素, 但没有通过实验检验因果关系, 明确其影响; 仅考虑了实时天气的影响, 并未探讨动态天气差异/变化的影响
雨天 Persson, Sundell, & Öhrvall, 2014; Li et al., 2017
阴天 Simonsohn, 2010; Loughran & Schultz, 2004
其他
因素
气温 Zivin Hsiang, & Neidell, 2015; Conlin et al., 2007 气温对消费者行为也有影响 针对其他气象因素影响的研究较少
第三阶段 气象因素
影响机制
情绪 Cunningham, 1979; Schwarz & Clore, 1983; Lambert et al., 2002; Hsiang et al., 2013 晴天/雨天通过情绪机制对消费者行为产生影响 现有研究提出了可能的影响机制, 但并未通过实验对其进行验证; 大多数研究从单一维度对天气情况可能的影响机制进行了分析, 但其他气象因素的综合影响机制仍不明确
计划性偏差 Conlin et al., 2007; Busse et al., 2015; Buchheim & Kolaska, 2016 购买未来使用的产品时, 气象因素通过计划性偏差影响消费者决策
风险 Bassi et al., 2013; Guven & Hoxha, 2015 天气情况会影响消费者风险容忍度
  
  
  
  
  
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