Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob explore how sunlight influences consumer spending habits, revealing that brighter days lead to bigger sales across all product categories.

Topics covered:   

• [01:05] "The Effect of Weather on Consumer Spending"
• [02:45] How mood impacts purchasing decisions
• [04:10] Six years of retail data analysis
• [05:30] Artificial sunlight experiments
• [08:20] Weather-based marketing opportunities 

 





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Resources: 
Murray, Kyle B., Fabrizio Di Muro, Adam Finn, and Peter Popkowski Leszczyc. "The Effect of Weather on Consumer Spending." Journal of Retailing and Consumer Services, vol. 17, no. 6, July 2010, pp. 512-520. Elsevier, doi:10.1016/j.jretconser.2010.08.006. 


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