When a recipient loses interest or enthusiasm due to the repetitive nature of the message they are receiving. 

University of Delaware

Audience Response to Message Fatigue

So, J. (2021). Counterproductive effects of overfamiliar antitobacco messages on smoking cessation intentions via message fatigue and resistance to persuasion. Psychology of Addictive Behaviors. Advance online publication. https://doi.org/10.1037/adb0000776

Counterproductive Effects of Overfamiliar Antitobacco Messages on Smoking and Cessation Intentions via Message Fatigue and Resistance to Persuasion

When the recipient of a message feels worn out by the repetitive nature of a message. 

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