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The Conversation

Matthew Pittman, Associate Professor of Advertising and Public Relations, University of Tennessee

Why you let down your guard on ads when scrolling on social media

FedEx Instagram Martin Short Steve Martin Dinosaur Earth

Even a few seconds of scrolling will tire your brain and make you more open to bold advertising claims. Money Knack on Unsplash, CC BY

My wife stared at me in shock as I ripped opened the package. The FedEx driver hadn’t even made it back to his truck as I held the item up overhead like a trophy. Fumbling for words, she asked: “Why on earth did you buy a Speedo … with dinosaur tear-away trunks?”

Honestly, I couldn’t remember. Maybe it was for a social media skit? Maybe I was planning on making her laugh? Or maybe I was just a “victim” of an online ad that showed me the wrong message at the right time.

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