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Are you an early-bird or a night owl? Why are Diurnal types relevant for marketing?

Author

Listed:
  • Eva Delacroix

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris sciences et lettres - CNRS - Centre National de la Recherche Scientifique)

  • Valérie Guillard

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris sciences et lettres - CNRS - Centre National de la Recherche Scientifique, UMR IATE - Ingénierie des Agro-polymères et Technologies Émergentes - Cirad - Centre de Coopération Internationale en Recherche Agronomique pour le Développement - INRA - Institut National de la Recherche Agronomique - UM2 - Université Montpellier 2 - Sciences et Techniques - Montpellier SupAgro - Centre international d'études supérieures en sciences agronomiques - UM - Université de Montpellier - Montpellier SupAgro - Institut national d’études supérieures agronomiques de Montpellier)

Abstract

This article aims at understanding consumers'diurnal orientation and discussing its interest for marketing. A qualitative study (n=15) together with a quantitative study (n=112) allowed us to clarify and measure the morningness-eveningness construct. We proposed a 4 types approach according to one's sleeping preferences and assigned our respondents to one of the following types: the early birds, the night owls, the sleepers and the awake. We also demonstrated that these types were related to daily preferences regarding intellectual and physical well-being. Finally, future research and managerial implications were discussed.

Suggested Citation

  • Eva Delacroix & Valérie Guillard, 2010. "Are you an early-bird or a night owl? Why are Diurnal types relevant for marketing?," Post-Print halshs-00676359, HAL.
    • Handle: RePEc:hal:journl:halshs-00676359
    as

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