Abstract : This research aims at studying the impact of consumers’ tiredness on the way they perceive and process advertising information. More specifically, we try to understand how tiredness influences advertisements’ visual processing as well as consumers’ attitudes and memorization. Relying on Resource Matching theory, we hypothesize that advertising informationprocessing, and therefore advertising efficiency, is optimal when the level of available resources (consumers’ tiredness) matches the level of required resources (advertisement complexity). Results show that the impact of tiredness differs according to sample under consideration (students or staff members). Tired students adopt a “screening” visual strategyin order to compensate for tiredness effects and ease their information processing. Tired staff members adopt a “sustained attention” visual strategy consisting in mobilizing their few available resources in order to efficiently process information. In this second case, sustained visual attention leads to better advertising memorization. We show that the Resource Matching theory is not the appropriate theoretical framework to study our research object. Indeed, we find that cognitive resources are dynamic:if motivated to do so, individuals are able to adapt their resource level according to the processing task. Theoretical, methodological and managerial implications are discussed.