Abstract
As shown by Mick (1992), the deeper the Information Processing (IP), the stronger the relation between the intent to buy an advertised product and the attitudes toward the ad and toward the product. The present paper investigates the possibility that time of day and circadian cycles directly impact on the strength of this relation. Results of a study show that the relation is significantly stronger in the morning than in the evening, especially for morning oriented consumers. Practical implications are proposed.
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Chebat, JC., Limoges, F., Gélinas-Chebat, C. (2015). Impact of Time of Day and Circadian Orientation on the Relation between Intent to Buy and AAD, ABD . In: Wilson, E., Hair, Jr., J. (eds) Proceedings of the 1997 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13141-2_112
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DOI: https://doi.org/10.1007/978-3-319-13141-2_112
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