When the Clock Strikes: A Multimethod Investigation of On-the-Hour Effects in Online Learning.

This article investigates how intraday temporal cues, specifically on-the-hour time points, influence online learners' motivation, persistence, and performance. Through a multimethod approach—including archival data analysis, laboratory experiments, a framed field experiment, and an online experiment—the study finds that starting learning sessions at on-the-hour time points activates an implemental mindset, which enhances learning persistence and performance. Additionally, the research identifies social presence—the perception of others' virtual co-presence—as a moderating factor that significantly attenuates the positive effects of on-the-hour time points on learners' mindset and outcomes. The findings suggest practical implications for online learning platforms, such as scheduling learning activities around on-the-hour cues and designing social presence features, while noting that combining these strategies may not yield additive benefits.