It’s Raining Complaints! How Weather Factors Drive Consumer Comments and Word-of-Mouth

Abstract

Limited attention has been given to the drivers of customer behavior that originate from less direct factors, such as weather. Weather is known to significantly alter consumers’ moods and consequently their behavior. Building on the theoretical alignment between weather, mood, and consumer behavior, this research examined how specific weather factors drive the valence of consumer comments. Furthermore, we explore the relationship between perceived weather, consumers’ moods and affective experience, and word-of-mouth. By analyzing secondary data from 32 restaurants belonging to a national fast-casual chain, this research demonstrates that weather factors such as rain, temperature, and barometric pressure drive consumers’ complaint behavior in restaurants. Additionally, the findings of a survey study and an experimental study indicate that mood and affective experience mediate the relationship between perceived weather and word-of-mouth.