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Home / 2022 / October / 24 / Does sweater weather impact consumer behaviour?
Arts & Humanities, Research

Does sweater weather impact consumer behaviour?

UBCO experts available to comment on seasonal spending shifts

October 24, 2022

Young travellers window shopping

Does a change in the weather change spending habits? UBCO consumer experts chime in.

As the first few notes of fall hit the air and consumers begin to imagine themselves wearing cozy sweaters, taking trips to the apple orchard and drinking all things pumpkin spice, UBC Okanagan experts on consumer behaviour are available to the media for commentary about seasonal spending habits.

UBCO Assistant Professor Ying Zhu and Associate Professor Eric Li, both with UBCO’s Faculty of Management, are leading Canadian scholars conducting research in areas including consumer psychology, digital marketing strategies and the transformation of markets and consumer culture.

Dr. Li conducts research on consumer culture including social innovation, healthy living, food consumption, food security, the digital economy, ethical consumerism as well as social media marketing and consumption.

“People are always eager to jump into the next season by obtaining a specific item or experience they associate with that particular time of year,” says Dr. Li.

Dr. Zhu’s primary research interests include digital marketing, branding, consumer behaviour, business analytics and social networks. Her research looks to examine the effectiveness of different marketing strategies and also investigates the impact of technology on consumers.

“Companies are well aware of the changing nature of consumer spending habits, and the beginning of each new season is filled with new purchasing decisions for consumers,” adds Dr. Zhu. “People want to jump into a new season in a certain way, and companies are crafting their products to meet consumers’ needs.”

Professors Zhu and Li are available to provide expert commentary on the changing nature of consumer spending by season, the possible reasons behind those shifts and the economic impact of this behaviour on consumers, businesses and society at large.

Media Contact

Patty Wellborn
Media Relations Strategist
University Relations

The University of British Columbia
Okanagan campus
Tel: 250 317 0293
E-mail: patty.wellborn@ubc.ca

Content type: Media Advisory
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UBC’s Okanagan campus is an innovative hub for research and learning founded in partnership with local Indigenous peoples, the Syilx Okanagan Nation, in whose traditional, ancestral and unceded territory the campus resides. The most established and influential global rankings all consistently place UBC in the top five per cent of universities in the world, and among the top three Canadian universities.

The Okanagan campus combines a globally recognized UBC education with a tight-knit and entrepreneurial community that welcomes students and faculty from around the world in British Columbia’s stunning Okanagan Valley. For more visit ok.ubc.ca.

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