Variety-Seeking and Time of Day: Why Leader Brands Hope Young Adults Shop in the Afternoon, but Follower Brands Hope for Morning
The relationship between variety-seeking behaviors and the time of day at which choices are made is investigated. It is proposed that more variety-seeking will typically occur during times of day when people are experiencing arousal lows rather than arousal peaks. Two studies support this view. Moreover, it is also shown that the incidence of choice is greater for follower brands during day periods when variety-seeking is heightened, whereas leader brands fare better in periods when variety-seeking is relatively minimal. Copyright Kluwer Academic Publishers 2004
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Volume (Year): 15 (2004)
Issue (Month): 4 (December)
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- McAlister, Leigh & Pessemier, Edgar, 1982. " Variety Seeking Behavior: An Interdisciplinary Review," Journal of Consumer Research, Oxford University Press, vol. 9(3), pages 311-22, December.
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- Ariely, Dan & Levav, Jonathan, 2000. " Sequential Choice in Group Settings: Taking the Road Less Traveled and Less Enjoyed," Journal of Consumer Research, Oxford University Press, vol. 27(3), pages 279-90, December.
- Kahn, Barbara E & Isen, Alice M, 1993. " The Influence of Positive Affect on Variety Seeking among Safe, Enjoyable Products," Journal of Consumer Research, Oxford University Press, vol. 20(2), pages 257-70, September.
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