Variety-Seeking and Time of Day: Why Leader Brands Hope Young Adults Shop in the Afternoon, but Follower Brands Hope for Morning

Harper A. Roehm, Michelle L. Roehm

Marketing Letters, 2004. DOI 10.1007/s11002-005-0457-y

Has this study been replicated?

The atlas records 1 replication of this study. Recorded outcomes: 1 failed.

Variety-seeking and time of day: a replication, Trinh (2025). Outcome recorded: failed. Using two experimental studies in the USA, they found variety-seeking was lower in the afternoon than in the morning. [...] Similar to Gullo et al. (2019), we found variety-seeking increases from the morning to the afternoon. [...] Our results as such lend further support to the matching mechanism [ View paper