Does Time of Day Affect Variety-Seeking

Bibliographic Data

ID2237600
AuthorsKelley Gullo (Duke University, corresponding author), Jonah Berger (0000-0002-2669-8211, University of Pennsylvania), Jordan Etkin (0000-0002-7139-6167, Duke University), Bryan Bollinger (0000-0001-8596-6418, Duke University)
EditorsVicki G Morwitz (0000-0002-7983-9604), J Jeffrey Inman (0000-0003-0410-2242), Andrea C Morales (0000-0003-1276-8191)
Year2019
Volume46
Issue1
Pages20-35
Publication date2019-06-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueJournal of Consumer Research (JOURNAL)
Journal identifiersISSN: 0093-5301 • E-ISSN: 1537-5277
PublisherOxford University Press (PUBLISHER • GB)
DOI10.1093/jcr/ucy061
OpenAlexW2869778986
LanguageEN
Citations received20
References cited56

Variety-seeking is a fundamental aspect of choice. But given circadian rhythms in chronobiology, might variety-seeking vary by time of day? Four studies, including an empirical analysis of millions of purchases, demonstrate diurnal variation in variety-seeking. Variety-seeking is lower in the morning than other times of day. People pick less varied flavors of yogurt, for example, when choosing in the morning. Further, the results demonstrate the underlying role of circadian changes in physiological stimulation and arousal. The effect is mediated by a physiological measure of arousal (i.e., body temperature) and moderated by factors that shape physiological arousal (i.e., sunlight and individual differences in circadian preferences). These findings shed light on drivers of variety-seeking and the biological basis of consumer behavior more generally

Affect (linguistics) · Animal science · Arousal · Biology · Chronobiology · Circadian rhythm · Morning · Statistics · Time of day · Variety (cybernetics) · Behavioral Health and Interventions · Communication · Consumer Behavior in Brand Consumption and Identification · Evolutionary Psychology and Human Behavior · Neuroscience · Psychology · Social Psychology

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