Choosing What to Wear and What to Buy Generates Decision Fatigue

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Choosing between products, such as choosing clothing and what to wear is exhausting because of 'ego depletion', or 'decision fatigue'. You are making an active choice and that choice temporarily decreases your ability and willingness to exert your active choice again too soon. Your ability to make choices is decreased.

This is why shopping can be exhausting even if you did nothing particularly physically demanding.

Interesting side notes:

  • supermarkets find that having too many choices for the same product actually depress sales figures
  • some highly successful people wear the same thing every day (Steve Jobs, Mark Zuckerberg), likely to decrease their decision fatigue, or ego depletion (and therefore save their decision making ability for more important decisions)

See also: Just open the email, don't waste time prioritising


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