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In two studies, we demonstrate how sleepiness influences consumers’ preference for mass-market versus niche brands. Our findings reveal that sleepiness reduces consumers’ tendency to choose mass-market products, which are typically favored by the majority. This effect occurs because sleep deprivation diminishes consumers’ attentiveness to their social surroundings, thereby weakening the normative influence of others in brand selection.

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Sleepiness Decreases Preference for Mass-Market Brands

  • 会议论文

  • 发表日期：

    2025年

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  • Narayanan Janakiraman,
  • Manhui Jin,
  • Zhiyong Yang,
  • Ashesh Mukherjee

摘要

In two studies, we demonstrate how sleepiness influences consumers’ preference for mass-market versus niche brands. Our findings reveal that sleepiness reduces consumers’ tendency to choose mass-market products, which are typically favored by the majority. This effect occurs because sleep deprivation diminishes consumers’ attentiveness to their social surroundings, thereby weakening the normative influence of others in brand selection.