Synchrony Effects on Customers' Responses and Behaviors
Past research demonstrates that most people have a certain time of day when they are most alert and able to perform at their best. The authors investigate the effect of consumers' "morningness"-"eveningness" orientation and time of day on their performance.
Theory Construction and Data Analysis in Marketing Communication : A Facet Analytical Approach
The history of science shows that the development and growth of disciplines is a matter of developing and testing theories that best represent the elements that define the discipline and make it unique.