The effect of consumers' diurnal preferences on temporal behavior |
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| Authors: | Jacob Hornik Chezy Ofir Rinat Shaanan‐satchi |
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| Institution: | 1. School of Management, Fudan University, Shanghai, China;2. Department of Psychology, Sun Yat-Sen University, Guangzhou, China;3. School of Management, Jinan University, Guangzhou, China;4. Lingnan College, Sun Yat-Sen University, Guangzhou, China;1. Indian School of Business, Hyderabad, India;2. Graduate School of Business, Stanford University, United States;3. Indian Institute of Management, Bengaluru, India;1. Marketing Group, Department of Business Administration, University of Illinois at Urbana–Champaign, 350 Wohlers Hall, 1206 South Sixth Street, Champaign, IL 61820-6980, USA;2. Department of Marketing, Hong Kong University of Science and Technology, Clear Water Bay, Kowloon, Hong Kong;1. Hong Kong University of Science and Technology, Hong Kong;2. Chinese University of Hong Kong, Hong Kong |
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| Abstract: | The purpose of this study is to determine whether customers' diurnal preferences, tested at different times of the day, affect their responses and behavior. Three studies explore whether synchrony between the peak circadian arousal period and the time of participant testing influenced participants' temporal perception and behavior. Overall, the results imply a robust synchrony and time-of-day effects on the dependent variables. The authors discuss the theoretical significance of their findings and the managerial implications for consumer research and practice. |
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