Résumé
This article aims at understanding consumers'diurnal orientation and discussing its interest for marketing. A qualitative study (n=15) together with a quantitative study (n=112) allowed us to clarify and measure the morningness-eveningness construct. We proposed a 4 types approach according to one's sleeping preferences and assigned our respondents to one of the following types: the early birds, the night owls, the sleepers and the awake. We also demonstrated that these types were related to daily preferences regarding intellectual and physical well-being. Finally, future research and managerial implications were discussed.