Dirk Singer points us to a brilliant psychological study on the effect of weather on consumer memory and judgments. Researchers put 73 subjects in a shop in Sydney and tested their ability to recall objects; half were tested on sunny days and half in rainy weather. As you'd expect, rainy-day subjects were in dour moods, but they had much better memories -- recalling 3 times as many objects -- and scrutinized objects carefully.
The British Psychological Society sums up: "The theory is that a bad mood triggers a more sceptical, careful mode of processing, in contrast to the less vigilant, conceptual thinking style that characterises a good mood." If you hope to sell to consumers on a whim with vague, rosy product promises, we suggest you beef up the media schedule on bright, sunny days.
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