Diurnal Variation in Consumer Response

Abstract

This study investigates the effects of diurnal variation on immediate and delayed response (recall, recognition, and purchase intention) to television commercials. Results show that immediate recall and recognition decline across the day and the scores on delayed recognition of advertisements are significantly higher in the late afternoon than in the early morning. Time-of-day had no effect on response to the purchase intention measure. Results are attributed to diurnal rhythms in individual arousal.