The Health Risks of Late-Night Marketing: How Staying Up Late Influences Consumer Trust Bias through Emotional Exhaustion and Psychological Compensation

We collected data using an online survey. The questionnaire was distributed in October 2024 through a professional Chinese survey platform (e.g., Wenjuanxing). Our target participants were consumers in mainland China who had engaged in late-night (after 11:00 PM) online shopping or browsing commercial content in the past month. To ensure data quality, we included a screening question (“Have you engaged in any of the following activities after 11:00 PM in the past month?”) and an attention check (“Please select ‘Strongly Agree’ for this item”).