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

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  • 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
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    References listed on IDEAS

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    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.
    2. Liang, Zhouyang & Angelopoulos, Spyros & Zuo, Meihua & Ou, Carol X.J., 2024. "Wake up and search for coffee: Considering the circadian rhythm of consumers on online marketplaces," Journal of Business Research, Elsevier, vol. 184(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. Jacob Hornik & Aner Tal, 2010. "The effect of synchronizing consumers' diurnal preferences with time of response on data reliability," Marketing Letters, Springer, vol. 21(1), pages 1-15, March.
    5. 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.

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    Keywords

    variety-seeking; brand choice;

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