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Synchrony effects on customers' responses and behaviors

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  • Hornik, Jacob
  • Miniero, Giulia

Abstract

Past research demonstrates that most people have a certain time of day when they are most alert and able to perform at their best. The authors investigate the effect of consumers' “morningness”–“eveningness” orientation and time of day on their performance. Two experiments explore whether synchrony between peak circadian periods and time of testing influences consumers' performance. Results suggest robust synchrony and time-of-day effects on the dependent variables. Study 1 shows that circadian rhythm strongly influences customers' waiting time and service evaluations. The use of signal-detection methods in Study 2 reveals that participants were better able to recall and recognize ads when tests were performed during their peak circadian time. Overall, subjects showed better performance at their peak than at their off-peak time of day. The authors discuss the theoretical significance of their findings and the managerial implications for marketing research and practice.

Suggested Citation

  • Hornik, Jacob & Miniero, Giulia, 2009. "Synchrony effects on customers' responses and behaviors," International Journal of Research in Marketing, Elsevier, vol. 26(1), pages 34-40.
    • Handle: RePEc:eee:ijrema:v:26:y:2009:i:1:p:34-40
    DOI: 10.1016/j.ijresmar.2008.04.002
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    References listed on IDEAS

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    Cited by:

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    2. Yang, Shuai & Wang, Yizhe & Li, Zhen & Chen, Chiyin & Yu, Ziyue, 2022. "Time-of-day effects on (un)healthy product purchases: Insights from diverse consumer behavior data," Journal of Business Research, Elsevier, vol. 152(C), pages 447-460.
    3. Luo, Anqi & Mattila, Anna S., 2023. "When and how to sell pleasurably painful experiences," Annals of Tourism Research, Elsevier, vol. 103(C).
    4. Massimo Pacella & Paride Vasco & Gabriele Papadia & Vincenzo Giliberti, 2024. "An Assessment of Digitalization Techniques in Contact Centers and Their Impact on Agent Performance and Well-Being," Sustainability, MDPI, vol. 16(2), pages 1-20, January.
    5. Kanuri, Vamsi K. & Hughes, Christian & Hodges, Brady T., 2024. "Standing out from the crowd: When and why color complexity in social media images increases user engagement," International Journal of Research in Marketing, Elsevier, vol. 41(2), pages 174-193.

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