Are you an early-bird or a night owl? Why are Diurnal types relevant for marketing?

Eva Delacroix () and Valérie Guillard ()
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Eva Delacroix: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Valérie Guillard: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique, UMR IATE - Ingénierie des Agro-polymères et Technologies Émergentes - Cirad - Centre de Coopération Internationale en Recherche Agronomique pour le Développement - INRA - Institut National de la Recherche Agronomique - UM2 - Université Montpellier 2 - Sciences et Techniques - Montpellier SupAgro - Centre international d'études supérieures en sciences agronomiques - UM - Université de Montpellier - Montpellier SupAgro - Institut national d’études supérieures agronomiques de Montpellier

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Abstract: This article aims at understanding consumers'diurnal orientation and discussing its interest for marketing. A qualitative study (n=15) together with a quantitative study (n=112) allowed us to clarify and measure the morningness-eveningness construct. We proposed a 4 types approach according to one's sleeping preferences and assigned our respondents to one of the following types: the early birds, the night owls, the sleepers and the awake. We also demonstrated that these types were related to daily preferences regarding intellectual and physical well-being. Finally, future research and managerial implications were discussed.

Keywords: circadian rhythms; morningness-eveningness; sleeping habits; optimal time of the day (search for similar items in EconPapers)
Date: 2010
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Published in The six senses: The Essential of Marketing, EMAC, 2010, Copenhagen, Denmark. pp.127

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00676359

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