The most effective time to reach a consumer with an advertising message is when he’s tired.

Marketers attempt to reach consumers when they are alert, active, engaged and clear-minded.  That’s when the message is more readily received, right?  New research indicates that may not be true.

In a study to be published in the Journal of Marketing Research, researchers studied advertising’s effectiveness based on the mental and physical state of the consumer.  And their conclusion is that consumers who are depleted invest more to process an advertisement thus leading them to fell more certain of their attitude toward a product. 

One of the researchers, Derek Ruker stated, “When individuals are worn out, engaging in subsequent tasks requiring more effort should be even more straining than if they were at the top of their game.  Depleted, compared to non-pleated, consumers should feel that they have invested even more of their resources in subsequent tasks.  As a result of perceiving to have invested more effort into processing an advertisement, we reasoned that depleted consumers should fell more certain of the attitude they formed.  Furthermore, being more certain of a favorable attitude should lead to a greater inclination to buy the product.”

The results from their research led them to believe their assumptions were correct.  This would indicate it would be advantageous to schedule advertising when consumers are tired and fatigued.  In the evening rather than the morning.  At the end of a sporting event instead of the beginning. Times of the year like April 15 at the end of tax season or after Christmas.

The one caveat is that the creative must pull the consumer in.  If the creative is strong enough to grab attention, a tired consumer may be a better target.

Interesting finding.  It’s something to think about late at night just before you doze off to sleep.