“…Cawthorne (1998a) points out that weather often determines the starting and ending points of a merchandising season, as well as mid-season peaks, and can not only shift a season but make it longer or shorter, whilst Fox (1993) notes that weather affects overall volume or store traffic. Meteorological variables have been linked to a diverse range of human behaviours (e.g., Robbins et al, 1972;Banziger and Owens, 978;Sherrets 1979;Cunningham, 1979;Jorgenson, 1981a;Sanders and Brizzolara, 1982;Howarth and Hoffman, 1984;Albert et al, 1991;Cohn, 1993). Researchers have also hypothesised that mood state mediates the relationship between weather and behaviour (e.g., Bell and Baron, 1976a;1976b;1977;Cunningham, 1979;Schneider et al, 1980;Bell, 1981;Persinger and Levesque, 1983;Howarth and Hoffman, 1984).…”