The effect of consumers' diurnal preferences on temporal behavior

Jacob Hornik*, Chezy Ofir, Rinat Shaanan-satchi

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

13 Scopus citations

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.

Original languageEnglish
Pages (from-to)53-65
Number of pages13
JournalJournal of Consumer Psychology
Volume20
Issue number1
DOIs
StatePublished - Jan 2010

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