Abstract
How and why does the association between weather and hedonic consumption differ between males and females? This paper theorizes that females have a stronger affective response to weather conditions, which subsequently induces a larger increase in their hedonic consumption compared to males. Seven studies show that the relationship between weather conditions and hedonic consumption (food and nonfood items) is differentially mediated by affect for females and males. The studies achieve triangulation by using diverse methodologies (census data, surveys, and experiments), participants (students and nonstudents), measures of independent variables (weather conditions as measured and manipulated), dependent measures (consumption preference and choice), and consumption modalities (food and nonfood).
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