Simple Morning and Complex Night: Time of Day and Complex Sensory Experiences

Consumers’ multisensory preferences bring new ideas to service and experience design—yet do consumers always react favorably to sensory complexity? This research examines variation by time of day in how consumers respond to complex sensory experiences (e.g., purchase behavior, choice, and liking). Specifically, we theorize that arousal levels increase over the course of the day, which increases the perceived fit of complex sensory experiences, leading to more favorable reactions—a pattern that is more prominent among evening than morning chronotypes. A set of five studies provides support for this theorizing and provides important implications for service providers regarding how to vary their sensory offerings and promotions over the course of the day.