Social media can lead to mental exhaustion (疲惫). And when mentally exhausted, 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.

As a professor of advertising, I have studied social media behaviors for years. In late 2022, my colleague Eric Haley and I conducted three online studies on Americans aged 18—65 to test how people under various mental loads respond to ads differently.

The control group in each study were given no introductory task—we just had them look at an ad. A second group had to memorize a nine-digit number and then look at the ad. The third group looked through the Internet for 30 seconds and then looked at the ad. Participants randomly saw an ad with a few hundred likes or tens of thousands of likes. After viewing the ad, each participant rated how willing they would be to buy the product, and how much mental effort it took to think about the information.

The group that used the Internet first were the most likely to want to buy the featured product when there were lots of likes or comments, and they also reported using the most mental effort to assess the ad. Researchers refer to this mentally exhausted state as “cognitive (认知的) overload”. Using social media puts them in this state because they are constantly evaluating different types of texts, photos and video posts from so many different people. In the span of several seconds, they can see a text from their husband or wife, a photo from a co-worker, a video from a celebrity and an emoji from their brother. All of this evaluating leaves them feeling frazzled.

Imagine asking your roommate if they want to go get pizza. Under normal conditions, the roommate might consider several factors such as cost, hunger, timing or their schedule. Now imagine asking your roommate the same question while they are on the phone with a sick relative. They no longer have the mental energy to logically consider whether pizza for dinner is a good idea.

By understanding how social media influences them, consumers can be more thoughtful in regulating their use—and hopefully not buy yet another water bottle they don’t need.

GE Money has recently done a study. It shows that women spend over 8 years of their life shopping. According to the study, women spend about 400 hours each year shopping. Almost a quarter of that time is spent doing some shopping for food.

Luckily, Million Looks magazine says that shopping can be a good thing, and they give some interesting facts about women and shopping. The magazine says that women who shop for more than 17 hours a week are thinner and healthier than those who spend less time shopping. The magazine also says that women who shop more often look and feel much younger than those who dislike shopping. Finally, they say that most women who enjoy shopping are more confident and happier.

We cannot be sure if these things are true, but one thing that is really true is that shopping is big business. There are now about 50,000 shopping malls in the United States alone, and each person spends $ 75 each time they visit a mall.

The shopping malls also try their best to encourage people to spend as much as possible, and stay in the mall as long as possible. Escalators are placed in so that people can use them to pass many different stores. You may have also noticed that places to sit are hard to find in malls. This is because people can’t spend money when they are sitting!

Like most of us, I try to be mindful of food that goes to waste. The arugula (芝麻菜)was to make a nice green salad, rounding out a roast chicken dinner. But I ended up working late. Then friends called with a dinner invitation. I stuck the chicken in the freezer. But as days passed, the arugula went bad. Even worse, I had unthinkingly bought way too much; I could have made six salads with what I threw out.

In a world where nearly 800 million people a year go hungry, “food waste goes against the moral grain,” as Elizabeth Royte writes in this month’s cover story. It’s jaw-dropping how much perfectly good food is thrown away — from “ugly” (but quite eatable) vegetables rejected by grocers to large amounts of uneaten dishes thrown into restaurant garbage cans.

Producing food that no one eats wastes the water, fuel, and other resources used to grow it. That makes food waste an environmental problem. In fact, Royte writes, “if food waste were a country, it would be the third largest producer of greenhouse gases in the world.”

If that’s hard to understand, let’s keep it as simple as the arugula at the back of my refrigerator. Mike Curtin sees my arugula story all the time — but for him, it's more like 12 bones of donated strawberries nearing their last days. Curtin is CEO of DC Central Kitchen in Washington, D.C., which recovers food and turns it into healthy meals. Last year it recovered more than 807,500 pounds of food by taking donations and collecting blemished (有瑕疵的) produce that otherwise would have rotted in fields. And the strawberries? Volunteers will wash, cut, and freeze or dry them for use in meals down the road.

Such methods seem obvious, yet so often we just don’t think. “Everyone can play a part in reducing waste, whether by not purchasing more food than necessary in your weekly shopping or by asking restaurants to not include the side dish you won’t eat,” Curtin says.