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Time is money: Field evidence for the effect of time of day and product name on product purchase

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  • Collinson, Jeremy
  • Mathmann, Frank
  • Chylinski, Mathew

Abstract

By analysing over 8000 sales transactions from one UK bakery, this paper suggests that consumers' preferences for products with names that are perceived as having “locomotion qualities†(i.e. qualities associated with vitality and movement) can change depending on the time of purchase. In the morning, consumers preferred products with names that were perceived as being high in locomotion qualities with this reducing as the day progressed. Interestingly, the seasonal shift in sunrise moderated these effects. The conceptual explanation suggests a role for a circadian rhythm in how consumers respond to the locomotion qualities of a product name. Our research contributes insights into the biological basis of consumer behaviour and expands locomotion as a concept to describe the perception of products rather than people's individual differences.

Suggested Citation

  • 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).
    • Handle: RePEc:eee:joreco:v:54:y:2020:i:c:s0969698919311592
    DOI: 10.1016/j.jretconser.2020.102064
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    References listed on IDEAS

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    Cited by:

    1. 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).
    2. Tian, Xin & Cao, Shasha & Song, Yan, 2021. "The impact of weather on consumer behavior and retail performance: Evidence from a convenience store chain in China," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    3. Sha Zhang & Xiting Wu & Yonggui Wang & Peiqi Jiang, 2024. "Does time of day affect consumers’ price sensitivity?," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-11, December.
    4. Xia, Feihong & Chatterjee, Rabikar & Venkatesh, R., 2022. "Clinching the deal: An empirical study of the drivers of diffusion of daily deals," Journal of Business Research, Elsevier, vol. 149(C), pages 824-832.
    5. Silva, Lenice Mirian da & Borille, Giovanna Miceli Ronzani & Bandeira, Michelle Carvalho Galvão da Silva Pinto, 2022. "The effect of arrival time of travelers at the airport on consumption in commercial establishments," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).

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