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

Anqi (Angie) Luo, Anna S. Mattila, Lisa E. Bolton

Research output: Journal article publicationJournal articleAcademic researchpeer-review


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.

Original languageEnglish
JournalJournal of Service Research
Early online date7 Feb 2024
Publication statusPublished - Feb 2024


  • arousal
  • experiential consumption
  • sensory complexity
  • time of day

ASJC Scopus subject areas

  • Information Systems
  • Sociology and Political Science
  • Organizational Behavior and Human Resource Management


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