Late-night infomercials and commercials often promote subjects like buying real-estate with no money down and other get-rich quick schemes. While these promotions are broadcast in the wee hours because air time is cheaper and more readily available, it turns out there’s solid science behind this timing. In a new study, Duke university researchers found significant differences in the way sleep-deprived subjects evaluated risk:
A single night of sleep deprivation (SD) evoked a strategy shift during risky decision making such that healthy human volunteers moved from defending against losses to seeking increased gains… These results suggest that a night of total sleep deprivation affects the neural mechanisms underlying economic preferences independent of its effects on vigilant attention. [FromJournal of Neuroscience - Sleep Deprivation Biases the Neural Mechanisms Underlying Economic Preferences by Vinod Venkatraman, Scott A. Huettel, Lisa Y. M. Chuah, John W. Payne, and Michael W. L. Chee.]
In essence, this change in emphasizing gains and minimizing risk was found to be different than fatigue-induced lack of attention.
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