How to conquer decision fatigue

When Choosing a Salad Is Like Buying a Car

Where are we going? To how assortment size affects what we buy. The Riddle of Choice Fatigue. For a long time (as reported in a past econlife) marketing scholars, behavioral economists, and psychologists have concluded that too many decisions can impact our subsequent behavior. Called choice fatigue, we get tired out from too many options. Consequently, we buy less or select an easier alternative. But now, researchers point out that it isn’t that simple. In fact, we have a “decision-making timeline” that can determine whether we experience choice overload. ….[READ]

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