Weather: Creating the Perfect Storm
Weather: Creating the Perfect Storm
This chapter examines one of nine critical forces behind purchase decisions that make mobile advertising so powerful: weather. Weather is ubiquitous and omnipresent. Scientific literature tells us just how strongly weather can influence our behavior, our moods, and our short-term, medium-term, and long-term decision making. One study showed that when our moods change, weather can account for as much as 40 percent of that change. Weather also offers that special ingredient that helps improve our understanding and find ways to make advertising a lucrative win-win for businesses and customers: lots and lots of data. The chapter introduces a mix of academic studies and business success stories, which show that the value of weather as a very influential driver of behavior. It discusses how weather affects mobile purchases and drives sales of big-ticket items.
Keywords: weather, dynamic pricing, mobile economy, mobile advertising, marketing, consumer behavior, purchase decisions
MIT Press Scholarship Online requires a subscription or purchase to access the full text of books within the service. Public users can however freely search the site and view the abstracts and keywords for each book and chapter.
Please, subscribe or login to access full text content.
If you think you should have access to this title, please contact your librarian.
To troubleshoot, please check our FAQs, and if you can't find the answer there, please contact us.
