Time-of-day effects on (un)healthy product purchases: Insights from diverse consumer behavior data

Yang, Shuai; Wang, Yizhe; Li, Zhen; Chen, Chiyin; Yu, Ziyue

doi:10.1016/j.jbusres.2022.07.058

Cited by 8 publications

(3 citation statements)

References 60 publications

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“…Thus, this study extends our previous two studies to investigate whether unconventional packaging messages are effective for different types of impulsive product purchases (i.e., healthy and nonhealthy). Because making healthy food choices can be more challenging than making nonhealthy ones (Yang, Liu, et al 2022; Yang, Wang, et al, 2022), examining the effects of unconventional packaging messages can offer valuable insight into how to promote healthy choices.…”

Section: Methodsmentioning

confidence: 99%

“…Pretest 1 involves a survey of 37 participants (62.2% female; 27.0% are between 25 and 34 years old) to identify impulsive and planned product purchases. Participants read a description for impulsive and planned purchases, and then they view a presentation of 36 products—which are from previous research (Kpossa & Lick, 2020; Rook, 1987; Shavitt & Barnes, 2020; Verplanken et al, 2005; Yang, Liu, et al, 2022; Yang, Wang, et al, 2022), real market examples, and web search. Utilizing a 9‐point semantic differential scale (1 = for “planned purchase” and 9 = “impulsive purchase), participants next indicate the frequency with which they purchase the products impulsively or with planning.…”

Section: Overview Of Studiesmentioning

confidence: 99%

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Being unconventional: The impact of unconventional packaging messages on impulsive purchases

Das

Balaji

Paul

et al. 2023

Psychology and Marketing

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The visual and textual elements of packaging significantly impact consumer product evaluations. This study examines how unconventional packaging messages—a textual packaging element—influence impulsive product purchases. We also investigate the mediating role of curiosity and the moderating role of emoji (i.e., a visual packaging element). We conduct five studies to test the proposed hypotheses. The findings reveal that unconventional packaging messages are more effective for impulsive products than for planned purchases. Furthermore, unconventional packaging messages increase both healthy and nonhealthy impulsive product purchases. We find that consumer curiosity explains the enhanced impulsive product purchasing when unconventional packaging messages are used. When unconventional packaging messages are employed for impulsive products, the use of emojis increases customer curiosity. The results extend an understanding of unconventional elements in consumer evaluations of products and inform packaging and marketing strategies regarding how to promote impulsive product purchases in competitive markets.

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Section: Methodsmentioning

confidence: 99%

Section: Overview Of Studiesmentioning

confidence: 99%

Being unconventional: The impact of unconventional packaging messages on impulsive purchases

Das

Balaji

Paul

et al. 2023

Psychology and Marketing

View full text Add to dashboard Cite

show abstract

“…For example, Ahlbom et al (2022) recently demonstrated that pleasant music played in grocery stores only drives sales on weekdays (vs. weekends) due to the fact that shoppers are more resource depleted on weekdays, and therefore, are more receptive to music influencing their intuitive decision‐making processes. Additionally, Yang et al (2022) found that due to decreased regulatory resources that occur as the day progresses, people tend to make more unhealthy product purchases as time passes. As our ability to make higher‐level evaluations depletes throughout the day due to a reduction in our cognitive resources, we suggest a quick response time will be more favorably received in the morning than in the afternoon.…”

Section: Conceptual Developmentmentioning

confidence: 99%

Good morning, sunshine: How time‐of‐day of complaint submittal can affect customer satisfaction with company response time

Garner,

Tatara,

Jha

2023

Psychology and Marketing

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Traditional models of consumer behavior assume that customers perceive factors, e.g., time, in a rational manner throughout the day. For example, the same time period of an hour should, fundamentally, be evaluated as the same as an hour in the afternoon. Yet, across three experimental studies, we find evidence counter to this belief. Under the theoretical framework of the categorization of time, we posit that the unconscious categorization of time influences our satisfaction with company response time due to perceptions of time and resource depletion. We empirically demonstrate that the time‐of‐day of complaint submission impacts satisfaction with company response time such that the same company response time will be perceived as more satisfying in the morning than when received in the afternoon. This previously overlooked relationship builds on a robust and growing literature examining timing strategies in service recovery. We provide both low/no‐cost initiatives as well as strategic timing prioritization for marketing practitioners to maximize customer satisfaction with firm response time.

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Goal maintainers' preferences: The influence of goal type on self‐control means choices

Zhang,

Bian,

Zheng

2024

J of Consumer Behaviour

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This research examines how goal type (i.e., attainment vs. maintenance) affects consumers' preferences for different means of self‐control (i.e., initiatory vs. inhibitory). Across four studies, the authors demonstrate that pursuing maintenance versus attainment goals decreases the willingness to choose inhibitory self‐control but not initiatory self‐control. The effect is primarily attributed to two reasons: distinct decision concerns when choosing the means for attainment and maintenance goals; and asymmetry when evaluating initiatory and inhibitory self‐control. The effects are consistent across cultures and domains and impact consumers' purchase and real‐life behaviours. These findings shed light on the relationship between goal type and self‐control preferences and offer insights to both consumers and marketers on how to engage in self‐control for long‐term goals.

show abstract

Time-of-day effects on (un)healthy product purchases: Insights from diverse consumer behavior data

Cited by 8 publications

References 60 publications

Being unconventional: The impact of unconventional packaging messages on impulsive purchases

Being unconventional: The impact of unconventional packaging messages on impulsive purchases

Good morning, sunshine: How time‐of‐day of complaint submittal can affect customer satisfaction with company response time

Goal maintainers' preferences: The influence of goal type on self‐control means choices

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