Why Friday afternoon is the worst time to shop online — and marketers know the window when your guard is down

A study by a professor and researchers Stan Li and Bixuan Sun found that cognitive load from scrolling social media, such as Instagram, makes consumers prefer explicit advertising claims. Participants under mental fatigue favored ads that directly stated a product was 'the best,' whereas those without cognitive load preferred ads inviting self-directed conclusions. The research tested eco-friendly products like detergent sheets and phone cases.