Nav: Home

Daylight savings sees 'sleepy consumers' with a wider variety in their shopping carts

March 11, 2019

A recent study from the UBC Sauder School of Business found that sleepier consumers reach for more variety at their local stores to help them stay awake, including those impacted by loss of sleep due to Daylight Savings Time.

The study examines the consumption behaviour of people in North America and Asia who were experiencing fatigue for a variety of reasons. Study participants were presented with various situations--from bowls of candy to chocolate bars to different coloured sticky notes--in which they were asked to make choices. For example, one group of sleepy consumers was asked to choose four candies from five bowls, each filled with a different type of candy, in any combination. The objective of the study was to track how variety-seeking behaviour is used by the sleep deficient consumer as a tool to help him or her stay awake.

Sleep deficiency of varying levels is a common occurrence among adults, but its impact on consumer behaviour has rarely been studied until now.

"The day after daylight savings people tend to be sleepier as they get less sleep, on average about 30 to 60 minutes," explains Charles Weinberg, a professor or marketing and behavioural science at UBC Sauder and one of the authors of the study. "So, we wanted to see how this would play out in the real world, and through the study we're seeing that you tend to buy more different types of candy bars, for example, on the day after daylight savings time than you would on other days of the week. That's even after controlling for how many candy bars you choose."

You might think that the sleepier the consumer, the less likely he or she is to care about what is going into the shopping cart. But, in fact, that's not the case. In all four scenarios presented in the study, the majority of consumers experiencing sleepiness sought variety to help them stay awake, much like drinking coffee or listening to loud music.

Merchants can even vary their own promotions or marketing strategies to capture the attention of the sleep deprived. Weinberg suggests that restaurants and bars with food and drink specials vary the selection throughout the day or from day to day to help draw the attention of those trying to stay awake.

"We also suggested situations where variety might be more important, so right after daylight savings time you might offer a larger variety of products that might, if nothing else, encourage the sleepy consumer's sampling behaviour," says Weinberg.

Charles Weinberg is the SMEV Presidents Professor in Marketing and Professor Emeritus in the Marketing and Behavioural Science Division at the UBC Sauder School of Business He co-authored "The sleepy consumer and variety seeking" with Zhongqiang (Tak) Huang from The University of Hong Kong, Yitian (Sky) Liang of Tsinghua University, and Gerald J. Gorn of The Hong Kong Polytechnic University. The study was published in the January 2019 edition of the Journal of Marketing Research.
-end-


University of British Columbia - Sauder School of Business

Related Sleep Articles:

Baby sleeping in same room associated with less sleep, unsafe sleep habits
The American Academy of Pediatrics (AAP) recommends parents keep babies in the same room with them to sleep for the first year to prevent sudden infant death syndrome (SIDS).
Alternating skimpy sleep with sleep marathons hurts attention, creativity in young adults
Skimping on sleep, followed by 'catch-up' days with long snoozes, is tied to worse cognition -- both in attention and creativity -- in young adults, in particular those tackling major projects, Baylor University researchers have found.
Sleep trackers can prompt sleep problems
A researcher and clinician in the sleep disorders program in the Department of Behavioral Sciences at Rush University Medical Center and an associate professor at Rush University, Baron says use of these devices follows a pattern reflected in the title of the Sleep Medicine study: 'Orthosomnia: Are Some Patients Taking the Quantified Self Too Far?'
UW sleep research high-resolution images show how the brain resets during sleep
Striking electron microscope pictures from inside the brains of mice suggest what happens in our own brain every day: Our synapses -- the junctions between nerve cells -- grow strong and large during the stimulation of daytime, then shrink by nearly 20 percent while we sleep, creating room for more growth and learning the next day.
What is good quality sleep? National Sleep Foundation provides guidance
The National Sleep Foundation (NSF) recently released the key indicators of good sleep quality, as established by a panel of experts.
Homeless sleep less, more likely to have insomnia; sleep improvements needed
The homeless sleep less and are more likely to have insomnia and daytime fatigue than people in the general population, findings researchers believe suggest more attention needs to be paid to improving sleep for this vulnerable population, according to a research letter published online by JAMA Internal Medicine.
Losing sleep over discrimination? 'Everyday discrimination' may contribute to sleep problems
People who perceive more discrimination in daily life have higher rates of sleep problems, based on both subjective and objective measures, reports a study in Psychosomatic Medicine: Journal of Biobehavioral Medicine, the official journal of the American Psychosomatic Society.
Mouse mutants with sleep defects may shed light on the mysteries of sleep
The first unbiased genetic screen for sleep defects in mice has yielded two interesting mutants, Sleepy, which sleeps excessively, and Dreamless, which lacks rapid eye movement (REM) sleep.
Brain circuit that drives sleep-wake states, sleep-preparation behavior is identified
Stanford University School of Medicine scientists have identified a brain circuit that's indispensable to the sleep-wake cycle.
Recharge with sleep: Pediatric sleep recommendations promoting optimal health
For the first time, the American Academy of Sleep Medicine has released official consensus recommendations for the amount of sleep needed to promote optimal health in children and teenagers to avoid the health risks of insufficient sleep.

Related Sleep Reading:

Best Science Podcasts 2019

We have hand picked the best science podcasts for 2019. Sit back and enjoy new science podcasts updated daily from your favorite science news services and scientists.
Now Playing: TED Radio Hour

Changing The World
What does it take to change the world for the better? This hour, TED speakers explore ideas on activism—what motivates it, why it matters, and how each of us can make a difference. Guests include civil rights activist Ruby Sales, labor leader and civil rights activist Dolores Huerta, author Jeremy Heimans, "craftivist" Sarah Corbett, and designer and futurist Angela Oguntala.
Now Playing: Science for the People

#521 The Curious Life of Krill
Krill may be one of the most abundant forms of life on our planet... but it turns out we don't know that much about them. For a create that underpins a massive ocean ecosystem and lives in our oceans in massive numbers, they're surprisingly difficult to study. We sit down and shine some light on these underappreciated crustaceans with Stephen Nicol, Adjunct Professor at the University of Tasmania, Scientific Advisor to the Association of Responsible Krill Harvesting Companies, and author of the book "The Curious Life of Krill: A Conservation Story from the Bottom of the World".