Working Papers

Variety-Seeking and Time of Day

Kelley Gullo, Jonah Berger, Jordan Etkin, and Bryan Bollinger

May 3, 2018

Empirical analysis of millions of supermarket purchases shows that the same household buys less variety in the morning than it does in the evening. Circadian rhythms drive the effect: variety preferences shift throughout the day with the changing pattern of the sun.

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