Summary: A study reveals that the onset of daylight saving time may lead to increased unhealthy behaviors, such as higher snack consumption and fewer visits to fitness centers. The study utilized social media data and real-time consumer behavior datasets to explore the impact of daylight saving time on lifestyle choices. Researchers found that the disruptive nature of the time change impairs self-control, leading to increased calorie consumption from snacks and decreased physical activity.
Key Takeaways:
- Unhealthy Behavior Increase: The transition to daylight saving time is associated with higher consumption of unhealthy snacks and a decrease in visits to fitness centers, particularly during the evening and on cloudy days.
- Impact on Self-Control: The loss of an hour of sleep during the spring transition impairs consumers’ self-control, leading to unhealthy consumption behaviors, while the fall transition does not have the same effect.
- Policy and Consumer Recommendations: Policymakers are advised to consider ending the biannual time change due to its negative health impacts, while consumers are encouraged to adopt self-control strategies and utilize supportive technologies to mitigate the effects of DST.
A new study exploring whether the onset of daylight saving time leads consumers to engage in unhealthy behaviors revealed increases in snack consumption and decreases in fitness center visits.
The study is published in the Journal of Marketing.
Changing clocks twice a year is a tradition for most people living in the United States, with the spring transition to daylight saving time raising the ire of many due to the loss of an hour of sleep.
Public policymakers are grappling with the question of whether to abolish the biannual time change and, if so, whether to make standard time or daylight saving time permanent. While sleep scientists call for year-round standard time because it best aligns with humans’ circadian rhythms, many retailers and outdoor industries support permanent daylight saving time, arguing that longer sunlight in the evenings supports their business.
Researchers of the new study say it is thus crucial to further illuminate the consequences of the current policy to better inform policymakers, managers, and consumers. This new study explores whether the onset of daylight saving time leads consumers to engage in unhealthy behaviors.
The researchers examine social media data from X (formerly Twitter) to study consumer responses to the onset of daylight saving time. They say that “the number of tweets with keywords related to the disruptive nature of the switch to daylight saving time peaked around 12 hours after the change occurred. We also find that the volume of negatively toned tweets rose more substantially, indicating a stronger increase in negative sentiment toward the time change. Overall, our preliminary findings suggest that consumers respond negatively to the switch to daylight saving time.”
Snack Consumption and Fitness Center Visits
The study then examines two unique disaggregate level datasets that capture two different consumer behaviors: snack consumption and fitness center visits. The first dataset captures consumers’ real-time snack consumption in their natural environments while the second dataset tracks the attendance records of customers visiting fitness centers.
To understand consumer behavior following the onset of daylight saving time, the researchers compare consumers’ calorie consumption from packaged snacks and visits to fitness centers across two customer groups: those who are affected by the onset of daylight saving time (the treatment group) and those who are not affected by the onset of daylight saving time (the control group), before and after the onset of daylight saving time.
Results show that:
- Calorie consumption from largely unhealthy snacks increases following the time change, and
- visits to fitness centers decrease.
The effect on calorie consumption is amplified during the evening hours and on cloudy days. Further, visits to fitness centers are reduced among fitness center members who live farther away and who do not visit the fitness centers regularly.
Finally, the researchers examine the effect of the transition from daylight saving time to standard time (during fall) and find that there is no effect of the fall transition on calories consumed from unhealthy snacks. These results highlight the role of sleepiness caused by the one-hour setback, which impairs consumers’ self-control and leads to less healthy consumption behavior.
Lessons for Public Policy Makers
“Our study indicates that the onset of daylight saving time is an obstacle to consumers’ health goals, suggesting that policymakers should continue trying to end the time changes. Further, from a consumer well-being perspective, public health campaigns promoting healthy eating and exercise might be especially necessary around the time change,” the research team advises.
Lessons for Consumers
Consumers can emphasize self-control strategies such as avoiding stocking up on unhealthy snacks before the time change. Conversely, fitness center members might plan activities close to the center to reduce the effort required to visit it following the time change. Consumers vulnerable to self-control failures might also seek support from peers (eg, online social networks) and platforms incentivizing healthy behavior (eg, through gamification).
Novel technologies, such as smart circadian lighting systems, might also help consumers reset their circadian clocks in a less disruptive fashion. Apps originally designed for travelers to reduce jet lag can be used to minimize the effect of the time change.
Lessons for Chief Marketing Officers
The researchers say firms involved in health-related industries can use these insights to anticipate demand and better serve their customers around the onset of daylight saving time. For instance, when daylight saving time starts, fitness centers could offer promotions like free coffee or a competition or event to bring people in and counter their tendency to skip exercising.
The study was conducted by researchers from North Carolina State University, University of Manitoba, Bern University of Applied Sciences, University of South Carolina, and California Baptist University.
Photo 10071327 © Lasse Kristensen | Dreamstime.com
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