ISSN 1671-3710
CN 11-4766/R

Advances in Psychological Science ›› 2019, Vol. 27 ›› Issue (2): 191-200.doi: 10.3724/SP.J.1042.2019.00191

• Conceptual Framework •     Next Articles

How meteorological factors affect consumer behavior? The mechanism of meteo-marketing based on contextual marketing theory

LI Chenxi, YAO Tang()   

  1. School of Economics and Management, Beihang University;Key Laboratory of Complex System Analysis, Management and Decision (Beihang University), Ministry of Education, Beijing 100191, China
  • Received:2018-06-01 Online:2019-02-15 Published:2018-12-25
  • Contact: Tang YAO


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.

Key words: meteorological factors, contextual marketing, meteo-marketing

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