The influence of time of day on decision fatigue in online food choice experiments

Research output: Contribution to journalJournal articlepeer-review

Standard

The influence of time of day on decision fatigue in online food choice experiments. / Olsen, Søren Bøye; Meyerhoff, Jürgen; Mørkbak, Morten Raun; Bonnichsen, Ole.

In: British Food Journal, Vol. 119, No. 3, 2017, p. 497-510.

Research output: Contribution to journalJournal articlepeer-review

Harvard

Olsen, SB, Meyerhoff, J, Mørkbak, MR & Bonnichsen, O 2017, 'The influence of time of day on decision fatigue in online food choice experiments', British Food Journal, vol. 119, no. 3, pp. 497-510. https://doi.org/10.1108/BFJ-05-2016-0227

APA

Olsen, S. B., Meyerhoff, J., Mørkbak, M. R., & Bonnichsen, O. (2017). The influence of time of day on decision fatigue in online food choice experiments. British Food Journal, 119(3), 497-510. https://doi.org/10.1108/BFJ-05-2016-0227

Vancouver

Olsen SB, Meyerhoff J, Mørkbak MR, Bonnichsen O. The influence of time of day on decision fatigue in online food choice experiments. British Food Journal. 2017;119(3):497-510. https://doi.org/10.1108/BFJ-05-2016-0227

Author

Olsen, Søren Bøye ; Meyerhoff, Jürgen ; Mørkbak, Morten Raun ; Bonnichsen, Ole. / The influence of time of day on decision fatigue in online food choice experiments. In: British Food Journal. 2017 ; Vol. 119, No. 3. pp. 497-510.

Bibtex

@article{4a8d3062f99e4041bb81f04f15f8f77f,
title = "The influence of time of day on decision fatigue in online food choice experiments",
abstract = "Purpose: Fatigue effects related to answering a sequence of choice tasks have received much scrutiny in the stated choice experiments (SCE) literature. However, decision fatigue related to the time of day when respondents answer questionnaires has been largely overlooked in this literature even though time of day related fatigue effects are well known in the psychology literature. The purpose of this paper is to hypothesize that variations in the time of day when respondents answer an online food choice experiment will translate into observable fatigue effects in the food choices. Design/methodology/approach: An empirical SCE concerning food choices is conducted using a web-based questionnaire for interviews in a pre-recruited online panel of consumers. Timestamps collected during the online interviews provide knowledge about the time of day at which each respondent has answered the survey. This information is linked with knowledge from a food sociology survey on typical meal times as well as biophysical research linking food intake to blood sugar and mental energy in order to generate a proxy variable for each respondent{\textquoteright}s level of mental energy when answering the food choice tasks in the questionnaire. Findings: Results show evidence of a time of day effect on error variance in the stated food choices as well as the subsequently estimated market share predictions. Specifically, respondents provide less consistent answers during the afternoon than at other times of the day. Originality/value: The results indicate that time of day can affect responses to an online survey through increased fatigue and correspondingly less choice consistency. Thus, especially online surveys might account for this in data analysis or even restrict accessibility to the online survey for certain times of day.",
keywords = "Error variance, Fatigue effects, Food choice, Online surveying, Paradata, Stated choice experiments, Time of day",
author = "Olsen, {S{\o}ren B{\o}ye} and J{\"u}rgen Meyerhoff and M{\o}rkbak, {Morten Raun} and Ole Bonnichsen",
year = "2017",
doi = "10.1108/BFJ-05-2016-0227",
language = "English",
volume = "119",
pages = "497--510",
journal = "British Food Journal",
issn = "0007-070X",
publisher = "Emerald Group Publishing",
number = "3",

}

RIS

TY - JOUR

T1 - The influence of time of day on decision fatigue in online food choice experiments

AU - Olsen, Søren Bøye

AU - Meyerhoff, Jürgen

AU - Mørkbak, Morten Raun

AU - Bonnichsen, Ole

PY - 2017

Y1 - 2017

N2 - Purpose: Fatigue effects related to answering a sequence of choice tasks have received much scrutiny in the stated choice experiments (SCE) literature. However, decision fatigue related to the time of day when respondents answer questionnaires has been largely overlooked in this literature even though time of day related fatigue effects are well known in the psychology literature. The purpose of this paper is to hypothesize that variations in the time of day when respondents answer an online food choice experiment will translate into observable fatigue effects in the food choices. Design/methodology/approach: An empirical SCE concerning food choices is conducted using a web-based questionnaire for interviews in a pre-recruited online panel of consumers. Timestamps collected during the online interviews provide knowledge about the time of day at which each respondent has answered the survey. This information is linked with knowledge from a food sociology survey on typical meal times as well as biophysical research linking food intake to blood sugar and mental energy in order to generate a proxy variable for each respondent’s level of mental energy when answering the food choice tasks in the questionnaire. Findings: Results show evidence of a time of day effect on error variance in the stated food choices as well as the subsequently estimated market share predictions. Specifically, respondents provide less consistent answers during the afternoon than at other times of the day. Originality/value: The results indicate that time of day can affect responses to an online survey through increased fatigue and correspondingly less choice consistency. Thus, especially online surveys might account for this in data analysis or even restrict accessibility to the online survey for certain times of day.

AB - Purpose: Fatigue effects related to answering a sequence of choice tasks have received much scrutiny in the stated choice experiments (SCE) literature. However, decision fatigue related to the time of day when respondents answer questionnaires has been largely overlooked in this literature even though time of day related fatigue effects are well known in the psychology literature. The purpose of this paper is to hypothesize that variations in the time of day when respondents answer an online food choice experiment will translate into observable fatigue effects in the food choices. Design/methodology/approach: An empirical SCE concerning food choices is conducted using a web-based questionnaire for interviews in a pre-recruited online panel of consumers. Timestamps collected during the online interviews provide knowledge about the time of day at which each respondent has answered the survey. This information is linked with knowledge from a food sociology survey on typical meal times as well as biophysical research linking food intake to blood sugar and mental energy in order to generate a proxy variable for each respondent’s level of mental energy when answering the food choice tasks in the questionnaire. Findings: Results show evidence of a time of day effect on error variance in the stated food choices as well as the subsequently estimated market share predictions. Specifically, respondents provide less consistent answers during the afternoon than at other times of the day. Originality/value: The results indicate that time of day can affect responses to an online survey through increased fatigue and correspondingly less choice consistency. Thus, especially online surveys might account for this in data analysis or even restrict accessibility to the online survey for certain times of day.

KW - Error variance

KW - Fatigue effects

KW - Food choice

KW - Online surveying

KW - Paradata

KW - Stated choice experiments

KW - Time of day

U2 - 10.1108/BFJ-05-2016-0227

DO - 10.1108/BFJ-05-2016-0227

M3 - Journal article

AN - SCOPUS:85012928454

VL - 119

SP - 497

EP - 510

JO - British Food Journal

JF - British Food Journal

SN - 0007-070X

IS - 3

ER -

ID: 173947851