{"id":3752,"date":"2026-07-19T14:42:51","date_gmt":"2026-07-19T14:42:51","guid":{"rendered":"https:\/\/crosscountrymovingteams.com\/?p=3752"},"modified":"2026-07-19T14:42:51","modified_gmt":"2026-07-19T14:42:51","slug":"why-friday-afternoon-is-the-worst-time-to-shop-online-and-marketers-know-the-window-when-your-guard-is-down","status":"publish","type":"post","link":"https:\/\/crosscountrymovingteams.com\/?p=3752","title":{"rendered":"Why Friday afternoon is the worst time to shop online \u2014\u00a0and marketers know the window when your guard is down"},"content":{"rendered":"
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Honestly, I couldn\u2019t remember. Maybe it was for a social media skit? Maybe I was planning on making her laugh? Or maybe I was just a \u201cvictim\u201d of an online ad that showed me the wrong message at the right time.<\/p>

Read more Gen X built their whole identity on never needing help. Retirement is the one door they can\u2019t unlock alone<\/a><\/p>\n

Scroll on social media for even 30 seconds, and your brain is already a little more tired than it was before. And in that mentally foggy state, you become more open to ads that just tell you what to buy \u2013 \u201cThe facts make it clear, we\u2019re the best!\u201d \u2013 than to ads that invite you to draw your own conclusion.<\/p>

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I\u2019m a professor of advertising who has spent years studying how social media affects consumer behavior. And my recent research underscores how the mental tax of processing information, or \u201ccognitive load,\u201d changes the way people respond to product claims from brands.<\/p>\n

Explicit versus implicit pitches<\/h2>\n

Joined by fellow researchers Stan Li and Bixuan Sun, I ran three experiments testing how people processed online ads for eco-friendly products.<\/p>\n

In each study, half the participants first spent time on Instagram, scrolling for 30 seconds, while the other half did not. Everyone then viewed an Instagram post from a sustainable brand.<\/p>\n

Participants in the first study saw an ad for laundry detergent sheets; the second, an eco-friendly phone case; and the third, a reusable water bottle. Each ad laid out several environmental facts about the product.<\/p>

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The only thing we changed was the last line of the caption. Half the participants saw an implicit conclusion: \u201cWho makes the best, most sustainable detergent? Here are the facts, now decide for yourself.\u201d The other half saw an explicit conclusion: \u201cWho makes the best, most sustainable detergent? The facts make it clear \u2013 it\u2019s TruEarth!!\u201d<\/p>\n

What emerged was a consistent pattern: Under normal conditions, without cognitive load, participants preferred the implicit conclusion. In other words, they wanted to think for themselves.<\/p>

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But when cognitive load was introduced just through scrolling on Instagram \u2013 something half of all U.S. adults do every day \u2013 participants preferred the ad that explicitly told them to buy the featured product because it was \u201cthe best.\u201d<\/p>

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We found that credibility explained this phenomena. When consumers were under cognitive load and preferred the ads with explicit conclusions, it wasn\u2019t because they consciously noticed that the ad was telling them what to do. Nobody would ever admit to being that impressionable. Rather, they preferred clear and bold conclusions because those claims made the brands seem more credible.<\/p>

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I think this tracks with the way we look at people, too. Under normal conditions, someone who\u2019s bossy or pushy can come across as arrogant and annoying. But when we\u2019re stressed or in a crisis situation, that same assertiveness can be reassuring.<\/p>\n

The puzzle is that sustainability claims are challenging for advertisers. You can\u2019t taste \u201c50% lower emissions\u201d or see \u201cethically sourced\u201d the way you can judge a coffee\u2019s flavor or a shirt\u2019s fit. Sometimes, you have to take the brand\u2019s word for it. That makes credibility especially important. No brand wants to be accused of greenwashing.<\/p>\n

The cost of cognitive load<\/h2>\n

Normally, when people have the mental bandwidth to think something through, they prefer to reach their own conclusions and are less swayed by superficial information. It feels more like their own opinion and less like an order or strong suggestion.<\/p>\n

Imagine one friend recommending a restaurant by listing dishes they loved and letting you decide whether it sounds good, while another flatly declares: \u201cYou have to go to this restaurant, it\u2019s the best.\u201d We all like to think of ourselves as rational consumers who make up our own minds about what to do, say, and purchase \u2013 even if this isn\u2019t true.<\/p>

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And when we have the time, patience and mental energy to really think through a purchase decision, we may prefer ads that let us draw our own conclusion, based on the facts.<\/p>\n

But if cognitive load is in play, the calculation flips. Picture trying to evaluate that same restaurant recommendation from your friend while responding to your boss\u2019s texts, half-listening to a podcast and keeping an eye on a pot of pasta on the stove, all at the end of a long week. You just don\u2019t have the spare mental effort to assess the evidence yourself.<\/p>

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In that state, a friend who just tells you to trust them is easier to believe. The confidence sends a signal that they know what they\u2019re talking about, and the extra clarity is a relief rather than an imposition.<\/p>\n

That\u2019s essentially what\u2019s happening when people scroll on social media. Their attention is split across a feed of friends, acquaintances, advertisements, family, celebrities, influencers, brands and strangers \u2013 all competing for the same limited mental resources. When a sustainability-themed ad follows that scroll, spelling out \u201cit\u2019s us\u201d rather than \u201cyou decide,\u201d it doesn\u2019t come across as pushy. It comes across as confident and trustworthy, precisely because users don\u2019t have the spare capacity to work it out on their own.<\/p>

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If you\u2019ve seen the 1991 movie \u201cFather of the Bride,\u201d you\u2019ll know that Steve Martin\u2019s character is a loving father and that Martin Short is not shy. But weddings are stressful. And when Martin\u2019s cognitive load increases to his breaking point, he makes a bad decision: https:\/\/www.youtube.com\/embed\/KUq288fnPlw?wmode=transparent&start=0 Steve Martin goes to jail over hot dogs.<\/p>\n

And this won\u2019t surprise you: Every consumer thinks they are more rational, and less emotional, than everybody else.<\/p>

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Of course, this could be true. Sometimes. But even the most rational person has \u201cfoggy brain\u201d now and then. Whether you\u2019re an early bird or a night owl, our research emphasizes the importance of being in the right mental state when buying online, especially for big purchases.<\/p>\n

The times when your cognitive load or brain fog is higher \u2013 late afternoon, later in the week, or right before a big event \u2013 are not when you should be making important financial decisions. And definitely don\u2019t buy anything on a Friday afternoon at 4 p.m.<\/p>

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Instead, you should wait until the following morning, when you can think clearly.<\/p>\n

When credibility backfires<\/h2>\n

While an explicit product claim works because it signals credibility, it can quickly tip into what looks like false advertising when it\u2019s not backed by evidence. Worse, it could trigger a boomerang effect where you end up hating the ad or brand.<\/p>\n

In our case, we only tested claims paired with real and specific facts, such as whether the goods used recycled materials and had verified certifications or quantified emissions cuts. But a brand that states its conclusion boldly without backing it up may find that the same trick backfires. And skepticism, once triggered, is hard to undo.<\/p>\n

Our finding does have limitations for now. While we studied sustainability messaging in part because it\u2019s uniquely hard to verify on the spot, it\u2019s unclear whether the same effect about explicit messaging shows up for other claims that can be dense and hard to check, such as ads promoting health benefits or offering financial products. We all know how easy it is for false or misleading messages to go viral and do plenty of damage before their claims can be fact-checked.<\/p>

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But for now, if you\u2019re scrolling, half-distracted, and a brand confidently declares itself the best, remember that confidence might be working on you exactly because your guard is down.<\/p>\n

So unless you want to experience buyer\u2019s remorse, consider holding off on that late-night purchase for now. Wait until the next morning.<\/p>\n

Matthew Pittman, Associate Professor of Advertising and Public Relations, University of Tennessee<\/em><\/p>\n

This article is republished from The Conversation under a Creative Commons license. Read the original article.<\/em><\/p>

Read more Agricultural economist explains why you\u2019re paying 32% more for lettuce and 20% more for tomatoes \u2014\u00a0and why it will stay that way<\/a><\/p>

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