Social-Jetlagged Consumers and Decreased Conspicuous Consumption[Circadian Typology: A Comprehensive Review]

People’s schedules are jointly determined by their biological clock and social clock. However, their social clock often deviates from the biological clock (e.g., having to get up earlier than one’s natural wake-up time for work or study, having to stay up to work night shifts or meet a project deadline)—a phenomenon known as “social jetlag.” How does social jetlag impact consumer behavior? Using field data and experiments, we show that social jetlag decreases conspicuous consumption because consumers experiencing social jetlag are less interested in social interaction. This effect is weakened when social interaction occurs among familiar others rather than strangers, when conspicuous consumption does not draw social attention, and when consumers expect to use a luxury product in a private setting.