The effect of consumers' diurnal preferences on temporal behavior

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.