Monetising moods

Manning Gottlieb OMD

In this recent Mediatel article, Richard Shotton and Laura Maclean explore what impact mood has on the influence of advertising.

Last time you dined out what factors determined how much you enjoyed the night? The food? The company? Almost certainly. The ambiance? Probably. But what about the weather? It’s unlikely that the temperature sprang to mind as a crucial factor.

However, analysis of 1.1 million restaurant reviews across ten years by Saeideh Bakhshi from Georgia Tech shows a surprising link between temperature and the positivity of online restaurant reviews. He found that the best reviews tended to be written on sunny days when the temperature was between 70 and 100 degrees.

But why should the heat have such an impact? According to Bakshi, it’s because the weather affects our mood. “Science has shown that weather impacts our mood”, claims Bakshi, “so a nice day can lead to a nice review. A rainy day can mean a miserable one.”

The full article can be read here in Mediatel Newsline.