Framing the Feed: How Visual Elements Shape Manipulative Intent Inferences and Consumer Responses to In‐Feed Ads on Social Media

ABSTRACT Social media advertising is a cornerstone of modern marketing, yet brands face persistent challenges with ad avoidance and skepticism. Although prior research suggests that lifestyle photos (products depicted in use) enhance mental simulation compared to product photos, it remains unclear how these visual elements influence consumer resistance to advertising. Drawing on the Persuasion Knowledge Model, we propose that visual elements influence consumer responses by altering inferences of manipulative intent. Across four studies, including a field study, we demonstrate that lifestyle (vs. product) photos elicit more favorable brand attitudes, stronger purchase intentions, and higher click‐through rates. Furthermore, we demonstrate that this effect disappears under high cognitive load, as consumers lack the processing resources necessary to infer persuasive motives. By identifying manipulative intent as a distinct psychological mechanism linking visual elements to advertising effectiveness, this research advances our understanding of visual persuasion and provides guidance for designing in‐feed ads on social media.