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Does Precipitation Affect Consumers’ Smoking Tendency?

Author

Listed:
  • Yinlong Zhang

    (The University of Texas at San Antonio)

Abstract

Three studies are reported that investigate the impact of precipitation on consumers’ smoking tendency. A cross-country comparison on prevalence of adult smoking (Study 1a) indicated that a high precipitation level was associated with a high percentage of smokers at country level. A cross-state comparison within the U.S. (Study 1b) confirmed this relationship at state level. A follow-up survey of smokers confirmed this relationship again (Study 1c). Two additional experiments that manipulated imagined rainy weather conditions confirmed this relation further and also demonstrated that the effect of precipitation on smoking was mediated by negative mood, moderated by whether a person is a smoker or not (Study 2) and by hedonic versus utilitarian processing objectives (Study 3).

Suggested Citation

  • Yinlong Zhang, 2008. "Does Precipitation Affect Consumers’ Smoking Tendency?," Working Papers 0056, College of Business, University of Texas at San Antonio.
    • Handle: RePEc:tsa:wpaper:00101mkt
    as

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    References listed on IDEAS

    as
    1. Ornstein, Stanley I & Hanssens, Dominique M, 1985. "Alcohol Control Laws and the Consumption of Distilled Spirits and Beer," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(2), pages 200-213, September.
    2. Aaker, Jennifer L & Lee, Angela Y, 2001. ""I" Seek Pleasures and "We" Avoid Pains: The Role of Self-Regulatory Goals in Information Processing and Persuasion," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(1), pages 33-49, June.
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    More about this item

    Keywords

    precipitation; smoking tendency;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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