Economics at your fingertips  

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

Jeremy Collinson, Frank Mathmann and Mathew Chylinski

Journal of Retailing and Consumer Services, 2020, vol. 54, issue C

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.

Keywords: Locomotion; Regulatory mode theory; Circadian rhythm (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: Track citations by RSS feed

Downloads: (external link)
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link:

DOI: 10.1016/j.jretconser.2020.102064

Access Statistics for this article

Journal of Retailing and Consumer Services is currently edited by Harry Timmermans

More articles in Journal of Retailing and Consumer Services from Elsevier
Bibliographic data for series maintained by Haili He ().

Page updated 2020-06-13
Handle: RePEc:eee:joreco:v:54:y:2020:i:c:s0969698919311592