How social media makes us more susceptible to advertising

Media-rich environments like TikTok, Instagram, and YouTube are mentally taxing because they have text, photos, videos, and sound—often all at once.

Social media can be mentally draining. And when mentally drained, you are more likely to be influenced by a high number of likes on posts—even to the point of clicking on ads for products you don’t need or want—according to our recent experiments on how social media affects behavior.

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