Êtes-vous matinal et/ou vespéral ? Étude de la tendance des consommateurs à être du matin et/ou du soir et influence sur leurs comportements de consommation

This article aims at understanding consumers’ morningness or eveningness orientation. A qualitative study (N=10) among consumers added with a quantitative study (N=130) aimed at developing a scale. These studies show that the tendency to be a morning/evening person influence constrained consumption (shopping, to go to the doctor for example) as well as recreational activities (to go to the cinema, to practice sport for example). Managerial implications will be discussed.