The Effect of Time-of-Day on Consumers’ Preferences for Price Discounts vs. Bonus Packs

초록

Consumers’ decision-making processes are influenced by a range of psychological and physiological factors, including circadian rhythms. This study explores how circadian rhythms interact with consumers’ goal orientations to shape their preferences between two common promotional strategies: bonus packs and price discounts. We first conducted a pilot study to explore whether a promotion focus (vs. prevention focus) is more closely aligned with the characteristics of a bonus pack (vs. a price discount). Building on this exploratory finding, we further hypothesize that as cognitive resources decline over the course of the day, consumers become more inclined to choose promotion types that align with their regulatory focus. Specifically, promotion-focused consumers - whose self-regulatory capacity tends to weaken in the afternoon and evening - are expected to show a stronger preference for bonus packs over price discounts during those hours. In contrast, prevention-focused consumers, who are generally more risk-averse, are expected to maintain a stable preference for price discounts regardless of the time of day. By integrating regulatory focus theory with circadian rhythm research, this study sheds light on the dynamic interplay between motivational orientation and time-based physiological states in shaping consumer choice. These findings offer practical implications for marketers seeking to tailor promotional strategies based on consumers’ psychological profiles and the timing of decision-making.

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