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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. The earliest on record is from 2025.

Replications

• Variety-seeking and time of day: a replication, Trinh (2025). Marketing Letters. 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 [...] proposed by Gullo et al. (2019) rather than the compensating mechanism suggested by Roehm and Roehm (2004). View paper

Cite this record

Roehm, H. A., & Roehm, M. L. (2004). Variety-Seeking and Time of Day: Why Leader Brands Hope Young Adults Shop in the Afternoon, but Follower Brands Hope for Morning. Marketing Letters, 15(4), 213–221. https://doi.org/10.1007/s11002-005-0457-y

Other studies in the atlas

• The offer framing effect: a replication and extension
• Creating Meaningful Brands: The Relationship Between Brand Name and Brand Mark
• Do happy people shop more? A replication–extension field study on spending
• Variety-seeking and time of day: a replication
• Seemingly incidental anchoring: the effect of incidental environmental anchors on…
• A Conceptual replication of the differential price framing effect in the field

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