Goal-Directed Versus Habitual Responding At Different Times of Day

Using fMRI data, this paper looks at how the processing of positive (preference reinforcing) and negative (preference challenging) marketing messages is affected by time of day. We find that there is differential activation of the brain’s goal-directed versus habit areas in the morning vs. evening.


Gemma Calvert, Adrian Owen, and Nader T. Tavassoli (2011) ,"Goal-Directed Versus Habitual Responding At Different Times of Day", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 140-141.


Gemma Calvert, Neurosense Ltd., UK
Adrian Owen, University of Western Ontario, Canada
Nader T. Tavassoli, London Business School, London, UK


NA - Advances in Consumer Research Volume 39 | 2011

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