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Suckers in the morning, skeptics in the evening: Time-of-Day effects on consumers’ vigilance against manipulation

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  • Mehdi Hossain
  • Ritesh Saini

Abstract

Persuasion knowledge is defined as a consumer’s vigilance against manipulative persuasion. In this paper, we explore the relationship between persuasion knowledge and consumer’s diurnal preference. It is proposed that evening-type consumers display enhanced persuasion knowledge relative to morning types. Also, heightened persuasion knowledge is exhibited during their respective optimal times of day for both morning-type and evening-type consumers. We propose cognitive resource availability as the key underlying mechanism for this relationship. Finally, we also demonstrate an analogous relationship between consumer skepticism and diurnal preferences. Over three studies we find supportive evidence for our claims. Copyright Springer Science+Business Media New York 2014

Suggested Citation

  • 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.
    • Handle: RePEc:kap:mktlet:v:25:y:2014:i:2:p:109-121
    DOI: 10.1007/s11002-013-9247-0
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    References listed on IDEAS

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    1. McElroy, Todd & Dickinson, David L., 2010. "Thoughtful days and valenced nights: How much will you think about the problem?," Judgment and Decision Making, Cambridge University Press, vol. 5(7), pages 516-523, December.
    2. repec:cup:judgdm:v:5:y:2010:i:7:p:516-523 is not listed on IDEAS
    3. Campbell, Margaret C & Kirmani, Amna, 2000. "Consumers' Use of Persuasion Knowledge: The Effects of Accessibility and Cognitive Capacity on Perceptions of an Influence Agent," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 27(1), pages 69-83, June.
    4. Friestad, Marian & Wright, Peter, 1994. "The Persuasion Knowledge Model: How People Cope with Persuasion Attempts," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(1), pages 1-31, June.
    5. 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.
    6. Shane Frederick, 2005. "Cognitive Reflection and Decision Making," Journal of Economic Perspectives, American Economic Association, vol. 19(4), pages 25-42, Fall.
    7. 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.
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    Cited by:

    1. Vahid Rahmani, 2023. "Persuasion knowledge framework: Toward a comprehensive model of consumers’ persuasion knowledge," AMS Review, Springer;Academy of Marketing Science, vol. 13(1), pages 12-33, June.

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