Matinal ou vespéral ? Etude des consommateurs à être du matin et/ou du soir et impacts sur leurs comportements de consommation

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: 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, DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

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Abstract: This article aims at understanding consumers' morningness or eveningness orientation. A qualitative study (N=10) among consumers added with a quantitative study (N=130) aimed at developing a scale. These studies show that the tendency to be a morning/evening person influence constrained consumption (shopping, to go to the doctor for example) as well as recreational activities (to go to the cinema, to practice sport for example). Managerial implications will be discussed.

Keywords: consumer behavior; circadian rhythm; morningness/eveningness orientation; comportement du consommateur; rythme circadien; être du matin ou du soir. (search for similar items in EconPapers)
Date: 2010-05
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Published in 26ème Congrès International de l'Association Française du Marketing, May 2010, Le Mans, France. pp.1

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00678333

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