Warm weather leads to safe choices

Warm weather leads to safe choices

Consumers have different purchase journeys depending on the temperature, according to research; and not just when it comes to purchasing cold drinks.Writing for WARC, Shilpa Madan, an Associate at the Institute on Asian Consumer Insight (ACI) in Singapore, explains that outward bodily sensations, su...

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Bibliographic Details
Main Author: MADAN, Shilpa
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2017
Subjects:
weather
summer
heat
consumer behavior
choices
psychology
Marketing
Organizational Behavior and Theory
Online Access:https://ink.library.smu.edu.sg/lkcsb_research/7382
https://ink.library.smu.edu.sg/context/lkcsb_research/article/8381/viewcontent/Warm_weather_leads_to_safe_choices___WARC.pdf
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Institution: Singapore Management University
Language: English
Description
Summary:Consumers have different purchase journeys depending on the temperature, according to research; and not just when it comes to purchasing cold drinks.Writing for WARC, Shilpa Madan, an Associate at the Institute on Asian Consumer Insight (ACI) in Singapore, explains that outward bodily sensations, such as feeling hot in summertime, can influence the way consumers perceive people and things, and shape preferences and choices, without conscious thought.

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