When Creating Campaigns, Think of Your Sleepy Consumers

They’re actually more likely to opt for larger purchases

A man is sleeping on a shelf in a store amidst a bunch of stuffed animals
Tired shoppers typically have a wider range of products in their carts. Getty Images

Imagine this: It’s early morning at the local grocery store, and the place is filled with those in need of crucial items for their fridge and cupboards. But it’s also filled with people who look like they didn’t get enough sleep last night. A quick scan of the faces in the aisles gives the impression that many in here are not morning people.

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Charles Weinberg is the SMEV president's professor in marketing and professor emeritus in the Marketing and Behavioral Science Division at the UBC Sauder School of Business.