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Sleepiness Decreases Preference for Mass-Market Brands

In: Advances in National Brand and Private Label Marketing

Author

Listed:
  • Narayanan Janakiraman

    (University of Texas at Arlington)

  • Manhui Jin

    (University of Texas at Arlington)

  • Zhiyong Yang

    (Miami University)

  • Ashesh Mukherjee

    (McGill University)

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.

Suggested Citation

  • Narayanan Janakiraman & Manhui Jin & Zhiyong Yang & Ashesh Mukherjee, 2025. "Sleepiness Decreases Preference for Mass-Market Brands," Springer Proceedings in Business and Economics, in: Raj Sethuraman & Juan Carlos Gázquez-Abad & José Luis Ruiz-Real (ed.), Advances in National Brand and Private Label Marketing, pages 45-49, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-97133-4_6
    DOI: 10.1007/978-3-031-97133-4_6
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