From Misaligned Clocks to Visual Simplicity: Social Jetlag, Cognitive Depletion, and Preference for Minimalist Aesthetics

ABSTRACT Chronic misalignment between biological rhythms and social schedules—such as waking early for work or staying up for deadlines—creates “social jetlag.” Despite its prevalence, impacts on consumer behavior remain unexplored. In one survey and four experiments, we show that social jetlag boosts consumers' preference for minimalist aesthetics because it heightens cognitive depletion. Moreover, this effect holds under private self‐consciousness but weakens when public self‐consciousness is high. These findings bridge social jetlag theory and ego depletion theory with patterns of consumer aesthetic preference, extending the boundaries of relevant theories. Furthermore, given the prevalence of social jetlag, they offer practical insights for individuals seeking to understand their consumption choices, marketers developing targeted campaigns, and policymakers considering public health initiatives related to sleep hygiene and work‐life balance.