IDEAS home Printed from https://ideas.repec.org/a/kap/mktlet/v15y2004i4p213-221.html
   My bibliography  Save this article

Variety-Seeking and Time of Day: Why Leader Brands Hope Young Adults Shop in the Afternoon, but Follower Brands Hope for Morning

Author

Listed:
  • Harper Roehm
  • Michelle Roehm

    ()

Abstract

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

Suggested Citation

  • Harper Roehm & Michelle Roehm, 2004. "Variety-Seeking and Time of Day: Why Leader Brands Hope Young Adults Shop in the Afternoon, but Follower Brands Hope for Morning," Marketing Letters, Springer, vol. 15(4), pages 213-221, December.
  • Handle: RePEc:kap:mktlet:v:15:y:2004:i:4:p:213-221
    DOI: 10.1007/s11002-005-0457-y
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1007/s11002-005-0457-y
    Download Restriction: Access to full text is restricted to subscribers.

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. 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 279-290, December.
    2. Steenkamp, Jan-Benedict E M & Baumgartner, Hans, 1992. " The Role of Optimum Stimulation Level in Exploratory Consumer Behavior," Journal of Consumer Research, Oxford University Press, vol. 19(3), pages 434-448, December.
    3. McAlister, Leigh & Pessemier, Edgar, 1982. " Variety Seeking Behavior: An Interdisciplinary Review," Journal of Consumer Research, Oxford University Press, vol. 9(3), pages 311-322, December.
    4. Menon, Satya & Kahn, Barbara E, 1995. " The Impact of Context on Variety Seeking in Product Choices," Journal of Consumer Research, Oxford University Press, vol. 22(3), pages 285-295, December.
    5. Yoon, Carolyn, 1997. " Age Differences in Consumers' Processing Strategies: An Investigation of Moderating Influences," Journal of Consumer Research, Oxford University Press, vol. 24(3), pages 329-342, December.
    6. Ratner, Rebecca K & Kahn, Barbara E & Kahneman, Daniel, 1999. " Choosing Less-Preferred Experiences for the Sake of Variety," Journal of Consumer Research, Oxford University Press, vol. 26(1), pages 1-15, June.
    7. 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 257-270, September.
    8. Simonson, Itamar & Winer, Russell S, 1992. " The Influence of Purchase Quantity and Display Format on Consumer Preference for Variety," Journal of Consumer Research, Oxford University Press, vol. 19(1), pages 133-138, June.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Mehdi Hossain & Ritesh Saini, 2014. "Suckers in the morning, skeptics in the evening: Time-of-Day effects on consumers’ vigilance against manipulation," Marketing Letters, Springer, vol. 25(2), pages 109-121, June.

    More about this item

    Keywords

    variety-seeking; brand choice;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:kap:mktlet:v:15:y:2004:i:4:p:213-221. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Sonal Shukla) or (Rebekah McClure). General contact details of provider: http://www.springer.com .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.