# The Psychological Impact of Shopping on Social Media How mental fatigue influences consumer behavior - **Source:** [Fortune](https://fortune.com) - **Published:** 2026-07-19 - **Topic:** [Marketing](https://brifing.si/c/marketing) - **Original article:** - **On Brifing:** https://brifing.si/s/89ea5330-80ab-48e1-a04e-b513410378e2 ## Mental Fatigue and Shopping Even short periods spent on social media can lead to mental fatigue. This makes consumers more receptive to ads. Certain times, like Friday afternoons, can amplify this effect. ## Explicit vs. Implicit Messages Research shows that consumers under mental fatigue are more drawn to ads with explicit messages. Direct statements like 'We are the best' become more effective. This can help shape brands' advertising strategies. ## Brand Credibility Consumers under mental fatigue place greater importance on brand credibility. Explicit messages can enhance a brand's trustworthiness, influencing consumer choices. This is particularly crucial for abstract concepts like sustainability. ## The Impact of Cognitive Load Cognitive load significantly affects consumers' decision-making processes. While consumers prefer to make their own decisions under normal conditions, direct messages become more appealing when fatigued. This offers valuable insights for advertisers. ## The Role of Social Media Social media distracts consumers, increasing cognitive load. Time spent on these platforms makes consumers more sensitive to ads. Brands can leverage this to their advantage. ## Advertising Strategies Advertising strategies targeting consumers under mental fatigue can boost brand success. Explicit messages and credibility emphasis enhance the effectiveness of such ads. This is particularly beneficial for topics like sustainability. ## Conclusion and Recommendations Mental fatigue significantly influences consumer behavior. Brands can shape their advertising strategies by considering this factor. Explicit messages and credibility emphasis can increase the success of these ads. ## Sources covering this story - https://fortune.com/2026/07/19/consumer-fatigue-advertising-persuasion-study/ — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._