Imagine this scenario: You’re scrolling through your Instagram feed, and suddenly, an ad catches your eye. It’s for a sustainable product, and it claims to be the best. You find yourself clicking ‘buy’ without much thought. What just happened?
This scenario is more common than you think. As a professor of advertising, I’ve spent years studying how social media affects consumer behavior. My recent research, conducted with colleagues Stan Li and Bixuan Sun, sheds light on how the mental effort of processing information, or cognitive load changes the way people respond to product claims from brands.
Explicit versus Implicit Advertising Messages
In our study, we ran three experiments to test how people processed online ads for eco-friendly products. Participants were divided into two groups: one that scrolled on Instagram for 30 seconds and another that did not. Both groups were then shown an ad for a sustainable product, such as laundry detergent sheets, an eco-friendly phone case, or a reusable water bottle.
The key difference in the ads was the concluding statement. Half of the participants saw an implicit conclusion inviting them to decide for themselves based on the facts provided. The other half saw an explicit conclusion boldly stating that the product was the best.
The Influence of Cognitive Load
Our findings revealed a consistent pattern. Under normal conditions, participants preferred the implicit conclusion, indicating a desire to think for themselves. However, when cognitive load was introduced through scrolling on Instagram, participants preferred the ad that explicitly told them to buy the featured product because it was ‘the best.’
This phenomenon can be attributed to credibility. When consumers are under cognitive load, they find clear and bold conclusions more credible. It’s not that they consciously notice the ad is telling them what to do; rather, the assertiveness signals confidence and trustworthiness, which is reassuring when mental resources are limited.
The Role of Credibility in Sustainable Advertising
Sustainability claims present a unique challenge for advertisers. Unlike tangible product attributes, you can’t taste ‘50% lower emissions’ or see ‘ethically sourced’ materials. This makes credibility especially important. No brand wants to be accused of greenwashing.
When consumers have the mental bandwidth to think through a purchase decision, they prefer ads that let them draw their own conclusions based on the facts. However, when cognitive load is in play, the calculation flips. A confident, explicit claim becomes easier to believe, signaling that the brand knows what it’s talking about.
When Credibility Backfires
While explicit product claims can work by signaling credibility, they can quickly backfire if not backed by evidence. A brand that states its conclusion boldly without providing supporting facts may find that the same trick backfires, leading to skepticism and potential dislike for the ad or brand.
Our research has limitations. We focused on sustainability messaging because it’s uniquely hard to verify on the spot. It’s unclear whether the same effect applies to other dense and hard-to-check claims, such as ads promoting health benefits or offering financial products.
Practical Implications for Consumers
Understanding the impact of cognitive load on consumer behavior has practical implications. When your cognitive load or brain fog is higher—late afternoon, later in the week, or right before a big event—it’s not the best time to make important financial decisions. Avoid making purchases during these times, especially on a Friday afternoon at 4 p.m.
Instead, wait until the following morning when you can think clearly. This approach can help you avoid buyer’s remorse and make more rational purchasing decisions.
So, the next time you find yourself scrolling through social media and an ad confidently declares itself the best, remember that confidence might be working on you exactly because your guard is down. Be mindful of your mental state and make informed decisions.
