http://dev.mysql.com/doc/refman/5.0/en/date-and-time-functions.html#function_now
"NOW() returns a constant time that indicates the time at which the statement began to execute. (Within a stored routine or trigger, NOW() returns the time at which the routine or triggering statement began to execute.) This differs from the behavior for SYSDATE(), which returns the exact time at which it executes as of MySQL 5.0.13. "