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Does Time of Day Affect Variety-Seeking?

Author

Listed:
  • Kelley Gullo
  • Jonah Berger
  • Jordan Etkin
  • Bryan Bollinger
  • Vicki G MorwitzEditor
  • J Jeffrey InmanEditor
  • Andrea C MoralesAssociate Editor

Abstract

Variety-seeking is a fundamental aspect of choice. But given circadian rhythms in chronobiology, might variety-seeking vary by time of day? Four studies, including an empirical analysis of millions of purchases, demonstrate diurnal variation in variety-seeking. Variety-seeking is lower in the morning than other times of day. People pick less varied flavors of yogurt, for example, when choosing in the morning. Further, the results demonstrate the underlying role of circadian changes in physiological stimulation and arousal. The effect is mediated by a physiological measure of arousal (i.e., body temperature) and moderated by factors that shape physiological arousal (i.e., sunlight and individual differences in circadian preferences). These findings shed light on drivers of variety-seeking and the biological basis of consumer behavior more generally.

Suggested Citation

  • Kelley Gullo & Jonah Berger & Jordan Etkin & Bryan Bollinger & Vicki G MorwitzEditor & J Jeffrey InmanEditor & Andrea C MoralesAssociate Editor, 2019. "Does Time of Day Affect Variety-Seeking?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 46(1), pages 20-35.
    • Handle: RePEc:oup:jconrs:v:46:y:2019:i:1:p:20-35.
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    File URL: http://hdl.handle.net/10.1093/jcr/ucy061
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    Citations

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    Cited by:

    1. Sk Abu Khalek & Anirban Chakraborty, 2023. "‘Do I share because I care?’: Investigating the factors influencing consumer's adoption of shared consumption," Business Strategy and the Environment, Wiley Blackwell, vol. 32(8), pages 5669-5685, December.
    2. Park, Yookyung & Yi, Youjae, 2023. "Morning deals make me feel smart: Consumer evaluations of online sales promotions differ by time of day," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    3. Collinson, Jeremy & Mathmann, Frank & Chylinski, Mathew, 2020. "Time is money: Field evidence for the effect of time of day and product name on product purchase," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    4. Minou Ghaffari & Maxime Kaniewicz & Stephan Stricker, 2021. "Personalized Communication Strategies: Towards A New Debtor Typology Framework," Papers 2106.01952, arXiv.org.
    5. Wang, Yawei & Kang, Qi & Zhou, Shoujiang & Dong, Yuanyuan & Liu, Junqi, 2022. "The impact of service robots in retail: Exploring the effect of novelty priming on consumer behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    6. Kwon, Ohjin & Singh, Tanya & Kim, SunAh, 2023. "The competing roles of variety seeking in new brand adoption," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    7. Wang, Yan & Jiang, Jing & Yang, Ying, 2023. "Magic odd numbers: The effect of numerical parity on variety-seeking," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).

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