Spring Forward = Fall Back? The Effect of Daylight Saving Time Change on Consumers’ Unhealthy Behavior

Prior research documents deleterious consequences of the annual clock change to daylight saving time in many contexts, but little is known about the effect the policy has on consumer behavior. While policy debates around ending seasonal clock changes continue, millions of consumers worldwide are potentially adversely affected by the time change. Drawing on the notions of sleepiness and self-control, the authors propose a framework of how the onset of daylight saving time increases unhealthy behavior. The hypotheses are tested via two studies cast in the difference-in-differences modeling framework capturing consumption before and after the time change and across consumers who experience the transition versus those who do not. Results of the first study suggest that the onset of daylight saving time increases calorie consumption from packaged snacks that are largely unhealthy, specifically in the evening and on cloudy days. The effect of the end of daylight saving time is not significant, suggesting an overall asymmetric effect of the time change on unhealthy behavior. Study 2 reveals that the onset of daylight saving time decreases fitness center visits, particularly for consumers without healthy consumption habits and with high transaction costs. Analysis of social media data suggests that consumers find the time change disruptive. Overall, the findings imply that public policy makers and businesses should find ways to support consumers around the onset of daylight saving time.

• 저널Journal of Marketing · 88(6) · 64–84
• 토픽Consumer Retail Behavior Studies · Marketing
• DOI10.1177/00222429241256570
• 저자Ramkumar Janakiraman, Harsha Kamatham, Sven Feurer, Rishika Rishika, Bhavna Phogaat, Marina Girju