Portrait of Charles Weinberg

Charles Weinberg

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. 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.

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When Creating Campaigns, Think of Your Sleepy Consumers


They’re actually more likely to opt for larger purchases.