Sleepiness Decreases Preference for Mass-Market Brands

Narayanan Janakiraman (), Manhui Jin (), Zhiyong Yang () and Ashesh Mukherjee ()
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Narayanan Janakiraman: University of Texas at Arlington
Manhui Jin: University of Texas at Arlington
Zhiyong Yang: Miami University
Ashesh Mukherjee: McGill University

A chapter in Advances in National Brand and Private Label Marketing, 2025, pp 45-49 from Springer

Abstract: Abstract 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.

Keywords: Sleepiness; Sleep deprivation; Niche brand; Mass-market brand (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-97133-4_6

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DOI: 10.1007/978-3-031-97133-4_6

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