Jonah A. Berger

University of Pennsylvania - Marketing Department

Assistant Professor

700 Jon M. Huntsman Hall

3730 Walnut Street

Philadelphia, PA 19104-6340

United States

  • University of Pennsylvania - Marketing Department

SCHOLARLY PAPERS

44

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45,325

TOTAL CITATIONS
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Top 3,095

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296

Scholarly Papers (44)

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1.

What Makes Online Content Viral?

Number of pages: 17 Posted: 27 Dec 2009 Last Revised: 30 Aug 2012
Jonah A. Berger and Katherine L. Milkman
University of Pennsylvania - Marketing Department and University of Pennsylvania - The Wharton School
Downloads 19,446 (387)
Citation 64

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Social Transmission, Word-of-Mouth, Social Epidemics

2.

Facebook Therapy? Why Do People Share Self-Relevant Content Online?

Number of pages: 10 Posted: 01 Mar 2012
Jonah A. Berger and Eva Buechel
University of Pennsylvania - Marketing Department and University of Miami - Department of Marketing
Downloads 3,336 (7,843)
Citation 10

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Facebook, wellbeing, emotion

3.

What Drives Virtual Influencer's Impact?

Number of pages: 47 Posted: 25 Jan 2023
Giovanni Luca Cascio Rizzo, Jonah A. Berger and Francisco Villarroel Ordenes
University of Southern California, Marshall School of Business, University of Pennsylvania - Marketing Department and LUISS Guido Carli University
Downloads 1,553 (26,293)

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virtual influencers, automated image analysis, automated text analysis, engagement, trust, anthropomorphism

4.

Variety, Vice, and Virtue: How Assortment Size Influences Option Choice

Journal of Consumer Research, Vol. 35, No. 6, pp. 941-951, April 2009
Number of pages: 11 Posted: 25 Jun 2008 Last Revised: 13 Mar 2013
Aner Sela, Jonah A. Berger and Wendy Liu
University of Florida - Department of Marketing, University of Pennsylvania - Marketing Department and University of California, San Diego (UCSD) - Rady School of Management
Downloads 1,527 (26,871)
Citation 10

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5.

The Influence of Product Variety on Brand Perception and Choice

Stanford University Graduate School of Business Research Paper No. 1938
Number of pages: 41 Posted: 14 Jun 2006
Jonah A. Berger, Michaela Draganska and Itamar Simonson
University of Pennsylvania - Marketing Department, Drexel University and Stanford University
Downloads 1,429 (29,678)
Citation 20

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variety, quality perceptions, market strategy, consumer choice, quality cues, sensory experience

6.

The Power of Speaking Slower

Number of pages: 75 Posted: 19 Oct 2023
Giovanni Luca Cascio Rizzo and Jonah A. Berger
University of Southern California, Marshall School of Business and University of Pennsylvania - Marketing Department
Downloads 1,351 (32,358)

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articulation rate, empathy, automated audio analysis, social interactions, vocal features, person perception

7.

When, Why, and How Controversy Causes Conversation

The Wharton School Research Paper No. 4
Number of pages: 43 Posted: 03 May 2012 Last Revised: 04 Aug 2012
Zoey Chen and Jonah A. Berger
University of Miami and University of Pennsylvania - Marketing Department
Downloads 1,204 (38,141)
Citation 3

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Word of mouth, controversy, conversation, reviews

8.

Identity Signaling with Social Capital: A Model of Symbolic Consumption

Downloads 1,179 (39,372)
Citation 6

Identity Signaling with Social Capital: A Model of Symbolic Consumption

Number of pages: 42 Posted: 04 May 2011
Jonah A. Berger, Benjamin Ho and Yogesh V. Joshi
University of Pennsylvania - Marketing Department, Vassar College and University of Maryland - Department of Marketing
Downloads 685 (81,721)
Citation 1

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social identity, social influence, contagion, conspicuous consumption, fads, fashion, economic models, signaling models, game theory

Identity Signaling with Social Capital: A Model of Symbolic Consumption

Johnson School Research Paper Series No. 27-2011
Number of pages: 43 Posted: 10 May 2011
Jonah A. Berger, Benjamin Ho and Yogesh V. Joshi
University of Pennsylvania - Marketing Department, Vassar College and University of Maryland - Department of Marketing
Downloads 494 (123,317)
Citation 5

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Social identity, social influence, contagion, conspicuous consumption, fads, fashion, economic models, signaling models, game theory

9.

What Do People Talk About? Drivers of Immediate and Ongoing Word-of-Mouth

Journal of Marketing Research, Forthcoming
Number of pages: 48 Posted: 25 Apr 2011 Last Revised: 04 Jan 2012
Jonah A. Berger and Eric M. Schwartz
University of Pennsylvania - Marketing Department and University of Michigan, Stephen M. Ross School of Business
Downloads 1,103 (43,374)
Citation 25

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Word-of-Mouth, Buzz Marketing, Diffusion, Product Characteristics, Social Contagion, Field Experiment

10.

What Holds Attention? Linguistic Drivers of Engagement

Number of pages: 51 Posted: 27 Dec 2022
Jonah A. Berger, Wendy W. Moe and David A. Schweidel
University of Pennsylvania - Marketing Department, University of Maryland - Robert H. Smith School of Business and Emory University - Department of Marketing
Downloads 1,040 (47,097)

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digital marketing, natural language processing, online content, automated textual analysis, content consumption, digital engagement, emotion

11.

Where Consumers Diverge from Others: Identity Signaling and Product Domains

Journal of Consumer Research, Vol. 34, August 2007
Number of pages: 14 Posted: 27 Sep 2007
Jonah A. Berger and Chip Heath
University of Pennsylvania - Marketing Department and Stanford Graduate School of Business
Downloads 972 (51,830)
Citation 30

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Social Influence, Social Contagion, Identity, Reference Groups

12.

How Interest Shapes Word-of-Mouth Over Different Channels

Number of pages: 40 Posted: 01 Mar 2012
Jonah A. Berger and Raghuram Iyengar
University of Pennsylvania - Marketing Department and University of Pennsylvania - Marketing Department
Downloads 692 (81,682)
Citation 9

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word of mouth, online, offline

13.

Can Losing Leads to Winning?

Number of pages: 26 Posted: 24 Nov 2008 Last Revised: 04 Jan 2012
Jonah A. Berger and Devin G. Pope
University of Pennsylvania - Marketing Department and University of Chicago - Booth School of Business
Downloads 663 (86,300)
Citation 23

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Competition, Motivation, Performance

14.

Subtle Signals of Inconspicuous Consumption

Number of pages: 46 Posted: 23 Aug 2008 Last Revised: 04 Jan 2012
Jonah A. Berger and Morgan K. Ward
University of Pennsylvania - Marketing Department and Southern Methodist University (SMU)
Downloads 614 (95,190)
Citation 4

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Conspicuous Consumption, Identity-Signaling, Social Influence, Conformity, Branding

15.

Wisdom from Words: Using Natural Language Processing to Study Culture (and Psychology More Broadly)

Number of pages: 44 Posted: 18 Feb 2021
Jonah A. Berger and Grant M. Packard
University of Pennsylvania - Marketing Department and York University - Schulich School of Business
Downloads 607 (96,575)

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Natural Language Processing, Culture

16.

How Hedges Impact Persuasion

Number of pages: 42 Posted: 28 Jul 2022
Demi Oba and Jonah A. Berger
Duke University - Marketing and University of Pennsylvania - Marketing Department
Downloads 599 (98,271)
Citation 1

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Communication, hedges, certainty, persuasion, confidence

17.

How Speaking and Writing Shape Certainty

The Wharton School Research Paper
Number of pages: 47 Posted: 06 Jun 2024
Giovanni Luca Cascio Rizzo, Jonah A. Berger and Matthew Rocklage
University of Southern California, Marshall School of Business, University of Pennsylvania - Marketing Department and Northeastern University
Downloads 584 (101,729)

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communication, certainty, modality, speaking, writing, natural language processing

18.

The Emergence and Evolution of Consumer Language Research

Number of pages: 25 Posted: 05 Jan 2023
Grant M. Packard and Jonah A. Berger
York University - Schulich School of Business and University of Pennsylvania - Marketing Department
Downloads 547 (110,207)

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Language, natural Language processing, automated textual analysis, consumer behavior

19.

Positive Effects of Negative Publicity: When Negative Reviews Increase Sales

Marketing Science, Forthcoming
Number of pages: 39 Posted: 19 Feb 2009 Last Revised: 15 Apr 2015
Jonah A. Berger, Alan T. Sorensen and Scott Rasmussen
University of Pennsylvania - Marketing Department, National Bureau of Economic Research (NBER) and Stanford University
Downloads 520 (117,394)
Citation 28

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Negative Publicity, Awareness, Word-Of-Mouth, Product Success

20.

Can Where People Vote Influence How They Vote? The Influence of Polling Location Type on Voting Behavior

Stanford GSB Research Paper No. 1926
Number of pages: 40 Posted: 29 Mar 2006
Jonah A. Berger, Marc N. Meredith and S. Christian Wheeler
University of Pennsylvania - Marketing Department, Independent and Stanford Graduate School of Business
Downloads 501 (122,802)
Citation 2

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Decision Making, Voting, Environmental Cues, Political Economy

21.

Everywhere and at All Times: Mobility, Consumer Decision Making, and Choice

Number of pages: 27 Posted: 27 Sep 2016 Last Revised: 29 Sep 2016
Nicholas H. Lurie, Jonah A. Berger, Zoey Chen, Beibei Li, Hongju Liu, Charlotte Mason, David M. Muir, Grant M. Packard, Joseph Pancras, Ann Schlosser, Baohong Sun, Baohong Sun and Rajkumar Venkatesan
University of Connecticut School of Business, University of Pennsylvania - Marketing Department, University of Miami, Carnegie Mellon University - H. John Heinz III School of Public Policy and Management, Peking University - Guanghua School of Management, University of Georgia, University of Delaware - Department of Business Administration, York University - Schulich School of Business, University of Connecticut - Department of Marketing, University of Washington - Department of Marketing and International Business, Cheung Kong Graduate School of Business (New York)Cheung Kong Graduate School of Business (New York) and University of Virginia - Darden School of Business
Downloads 433 (146,140)
Citation 7

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Decision Making, Choice Behavior, Digital Marketing, Mobile Marketing, Electronic Commerce

22.

Shifting Signals to Help Health: Using Identity-Signaling to Reduce Risky Health Behaviors

Journal of Consumer Research, Vol. 35, 2008
Number of pages: 38 Posted: 12 May 2008
Jonah A. Berger and Lindsay Rand
University of Pennsylvania - Marketing Department and Stanford University
Downloads 412 (154,836)
Citation 1

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Identity, Health, Social Influence, Alcohol Consumption, Junk Food

23.

How to Follow Social Media Trends? An Empirical Investigation Using TikTok Short Video Data

The Wharton School Research Paper
Number of pages: 52 Posted: 24 Feb 2025
Marc Bravin, Melanie Clegg, Reto Hofstetter, Marc Pouly and Jonah A. Berger
University of Lucerne, University of Lausanne, University of St. Gallen (HSG), Lucerne University of Applied Sciences and Arts and University of Pennsylvania - Marketing Department
Downloads 371 (174,159)
Citation 1

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trend-following, atypicality, engagement, video analytics, social media

24.

Expression Modalities: How Speaking Versus Writing Shapes What Consumers Say, and Its Impact

Number of pages: 44 Posted: 25 Feb 2021
Jonah A. Berger, Matthew Rocklage and Grant M. Packard
University of Pennsylvania - Marketing Department, University of Massachusetts Boston - College of Management and York University - Schulich School of Business
Downloads 369 (175,231)

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Word of Mouth, Communication Modality, Speaking, Writing, Text Analysis

25.

How Environmental Cues Influence Product Evaluation and Choice

Number of pages: 51 Posted: 30 Mar 2007
Jonah A. Berger and Grainne Fitzsimons
University of Pennsylvania - Marketing Department and University of Waterloo
Downloads 354 (183,441)
Citation 1

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Environmental Cues, Consumer Choice, Evaluation, Fluency

26.

How Hand Movement Shapes Communication’s Impact

The Wharton School Research Paper
Number of pages: 69 Posted: 31 Oct 2024
Giovanni Luca Cascio Rizzo, Jonah A. Berger and Mi Zhou
University of Southern California, Marshall School of Business, University of Pennsylvania - Marketing Department and University of British Columbia (UBC) - Sauder School of Business
Downloads 348 (186,832)

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27.

Arousal Increases Social Transmission of Information

Psychological Science, Vol. 22, No. 7, 2011
Number of pages: 4 Posted: 01 Mar 2012
Jonah A. Berger
University of Pennsylvania - Marketing Department
Downloads 332 (196,700)
Citation 7

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social transmission, word of mouth, viral, emotion

28.

How Communication Mediums Shape the Message

Number of pages: 51 Posted: 07 Apr 2022 Last Revised: 09 Mar 2023
Demi Oba and Jonah A. Berger
Duke University - Marketing and University of Pennsylvania - Marketing Department
Downloads 311 (211,027)

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Communication, Language, Speaking and Writing, Communication Channels, Word of Mouth, Sales, Customer Service, Market Research

29.

Who Drives Divergence? Identity-Signaling, Outgroup Dissimilarity, and the Abandonment of Cultural Tastes

Journals of Personality and Social Psychology, Forthcoming
Number of pages: 56 Posted: 12 May 2008
Jonah A. Berger and Chip Heath
University of Pennsylvania - Marketing Department and Stanford Graduate School of Business
Downloads 303 (217,011)
Citation 6

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Culture, Diffusion, Identity, Social Influence, and Intergroup Processes

30.

Identifiable but Not Identical: Combining Social Identity and Uniqueness Motives in Choice

Journal of Consumer Research, Vol. 39, October 2012
Number of pages: 14 Posted: 09 Dec 2012
Cindy Chan, Cindy Chan, Jonah A. Berger and Leaf Van Boven
University of Pennsylvania - The Wharton SchoolUniversity of Toronto - Marketing, University of Pennsylvania - Marketing Department and University of Colorado Boulder
Downloads 288 (229,023)
Citation 16

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31.

Alone in a Crowd of Sheep: Asymmetric Perceptions of Conformity and Their Roots in an Introspection Illusion

Number of pages: 25 Posted: 30 Mar 2007
Emily Pronin, Jonah A. Berger and Sarah Molouki
Princeton University, University of Pennsylvania - Marketing Department and University of California, Los Angeles (UCLA)
Downloads 287 (229,819)
Citation 6

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Conformity, Perecption, Self-Other Knowledge, Nonconscious Processes

32.

Following the Blind: How Expertise and Endorsement Style Impact Word of Mouth Persuasion

Number of pages: 61 Posted: 06 Jun 2015 Last Revised: 07 Jul 2015
Grant M. Packard and Jonah A. Berger
York University - Schulich School of Business and University of Pennsylvania - Marketing Department
Downloads 251 (263,460)
Citation 1

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word of mouth, word of mouth content, consumer knowledge, language, social perception, persuasion, marketing, consumer behavior

33.

When the Same Prime Leads to Different Effects

Journal of Consumer Research, Vol. 34, 2007
Number of pages: 12 Posted: 27 Sep 2007
S. Christian Wheeler and Jonah A. Berger
Stanford Graduate School of Business and University of Pennsylvania - Marketing Department
Downloads 227 (290,819)

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Priming, Associations, Product Choice, Environmental Cues

34.

Idea Habitats: How the Prevalence of Environmental Cues Influences the Success of Ideas

Cognitive Science, Vol. 29, No. 2, pp. 195-221, 2005
Number of pages: 27 Posted: 09 Aug 2005
Jonah A. Berger and Chip Heath
University of Pennsylvania - Marketing Department and Stanford Graduate School of Business
Downloads 222 (297,117)
Citation 3

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Culture, memory, retrieval, social representations

35.

How Attribute Quantity Influences Option Choice

Journal of Marketing Research, 49 (December)
Number of pages: 12 Posted: 27 Mar 2011 Last Revised: 20 Dec 2012
Aner Sela and Jonah A. Berger
University of Florida - Department of Marketing and University of Pennsylvania - Marketing Department
Downloads 216 (305,105)
Citation 2

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Attributes, Numerosity, Hedonic and Utilitarian Choice, Attitudes, Conjoint Analysis, Justification, Persuasion

36.

Decision Quicksand: How Trivial Choices Suck Us in

Sela, Aner and Jonah Berger (2012), "Decision Quicksand: How Trivial Choices Suck Us In," Journal of Consumer Research, 39 (August), 360-370.
Number of pages: 12 Posted: 19 Apr 2011 Last Revised: 13 Mar 2013
Aner Sela and Jonah A. Berger
University of Florida - Department of Marketing and University of Pennsylvania - Marketing Department
Downloads 194 (337,452)
Citation 1

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Metacognition, consumer decision making

37.

How Self-Control Shapes the Meaning of Choice

Journal of Consumer Research, Vol. 44, 2017
Number of pages: 14 Posted: 03 May 2017 Last Revised: 28 May 2017
Aner Sela, Jonah A. Berger and Joshua Kim
University of Florida - Department of Marketing, University of Pennsylvania - Marketing Department and University of Florida, Warrington College of Business Administration, Students
Downloads 185 (352,560)

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Self-control, Inferences, Choice, Preference, Self-perception

38.

Quantifying Gender Bias in Consumer Culture

Number of pages: 27 Posted: 10 Jan 2022
Reihane Boghrati and Jonah A. Berger
Arizona State University (ASU) - W.P. Carey School of Business and University of Pennsylvania - Marketing Department
Downloads 143 (439,547)

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Natural language processing; discrimination; stereotypes; misogyny

39.

Style, Content, and the Success of Ideas

Number of pages: 39 Posted: 10 Jan 2022
Reihane Boghrati, Jonah A. Berger and Grant M. Packard
Arizona State University (ASU) - W.P. Carey School of Business, University of Pennsylvania - Marketing Department and York University - Schulich School of Business
Downloads 143 (439,547)

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language, natural language processing, success of ideas, linguistic style, automated textual analysis

40.

Does Article Order Influence Impact?

Number of pages: 23 Posted: 23 Aug 2008 Last Revised: 04 Jan 2012
Jonah A. Berger
University of Pennsylvania - Marketing Department
Downloads 143 (439,547)
Citation 1

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Scientometrics, Citations, Order Effects, Marketing of Science

41.

How Tradeoffs Shrink Attribute Hierarchy

Number of pages: 44 Posted: 14 Mar 2013 Last Revised: 24 Jun 2013
Aner Sela, Jonah A. Berger and Gia Nardini
University of Florida - Department of Marketing, University of Pennsylvania - Marketing Department and University of Denver
Downloads 123 (495,655)

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Attributes, Decision Difficulty, Choice, Decision Making, Decision Quicksand, Conjoint Analysis

42.

The Power of Pausing in Conversation

The Wharton School Research Paper
Number of pages: 63 Posted: 24 Feb 2025
Alex Van Zant, Jonah A. Berger, Grant M. Packard and Harry Wang
Rutgers Business School - Rutgers University, University of Pennsylvania - Marketing Department, York University - Schulich School of Business and Siena College
Downloads 108 (550,743)

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pausing, person perception, conversation, assents, backchannels

43.

Multivariate Visual Diffusion for Social Groups

Number of pages: 70 Posted: 01 Jun 2011
Eric Bradlow, Jonah A. Berger and Blakeley B. McShane
University of Pennsylvania - Marketing Department, University of Pennsylvania - Marketing Department and Northwestern University - Kellogg School of Management
Downloads 95 (598,167)
Citation 8

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diffusion, social identity, social influence, probability models

44.

Does Time of Day Affect Variety-Seeking?

Gullo, Kelley, Jonah Berger, Jordan Etkin, Bryan Bollinger, Does Time of Day Affect Variety-Seeking?, Journal of Consumer Research, Volume 46, Issue 1, June 2019, Pages 20–35, https://doi.org/10.1093/jcr/ucy061
Posted: 17 Oct 2018 Last Revised: 05 Aug 2022
Kelley Gullo Wight, Jonah A. Berger, Jordan Etkin and Bryan Bollinger
Indiana University - Kelley School of Business, University of Pennsylvania - Marketing Department, Duke University - Fuqua School of Business and New York University (NYU) - Department of Marketing

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variety, decision-making, choice, circadian rhythms, arousal