The role of time-of-day in variety-seeking behaviour: A self-control account

Have you ever wondered why you listen to a variety of music genres in the evening but less in the morning? In this research, I provide evidence that shows consumers seek less variety in the morning and more variety in the evening in the context of music and podcast consumption. This is because consumers have less self-control in the evening due to time spent on activities from early morning to evening, which depletes mental and physical resources. As a result, this leads consumers to compensate by seeking more variety in the evening, but less variety in the morning.