19-K: Sleepiness, Need For Stimulation, and Variety-Seeking By Consumers

Previous research has revealed the negative impact of sleep deprivation on health, but no research to date has investigated its effects on consumer behavior. This investigation fills this void by showing that sleepier consumers tend to seek more variety, which is driven by a desire for sensation to maintain wakefulness.



Citation:

Zhongqiang (Tak) Huang, Yitian (Sky) Liang, Charles B. Weinberg, and Gerald J. Gorn (2017) ,"19-K: Sleepiness, Need For Stimulation, and Variety-Seeking By Consumers", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1034-1034.

Authors

Zhongqiang (Tak) Huang, University of Hong Kong
Yitian (Sky) Liang, University of British Columbia, Canada
Charles B. Weinberg, University of British Columbia, Canada
Gerald J. Gorn, Hong Kong Polytechic University



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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