The effect of synchronizing consumers' diurnal preferences with time of response on data reliability (original) (raw)
Daily rhythms of arousal explain a broad range of variations in biological, behavioral, and cognitive patterns among humans. In this paper, we consider the effects of individual variations in optimal time-of-day on the stability of consumer responses. Specifically, we explore the effects of gathering questionnaire responses at times of day that match (versus mismatch) consumers' temporal preferences on data reliability. Two studies were conducted using two different scales. Our findings confirm a synchrony effect between participants' testing time and test-retest reliability results. Specifically, we found greater (lower) stability in test-retest scores for surveys administered during times-of-day matching (mismatching) consumers' temporal preferences. We discuss theoretical and practical implications and opportunities for future research.
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