The congruent and comparative impacts of weather on consumer reviews: evidence from an online forum and experiment

This research examines the impact of weather on consumer reviews products and services. Although anecdotal empirical evidence indicate that influences consumers' choices shopping behaviour, little is known about how impacts evaluations We propose are influenced by incidental conditions both during product experience retrospective evaluation. Using online review data an experiment, we find consistent that: 1) retrospection have directionally congruent positivity reviews; 2) changes in from to result a comparative effect, which negative (positive) time associated with more positive (negative) reviews. offers strategic implications for timing direct marketing messages, such as mobile advertising solicitation.