Decision Fatigue Effect

Abstract

Imagine the motor on your current refrigerator has just burnt out. You pop into an appliance store to buy a new one and the salesperson tells you about the assortment of options: top mount, bottom mount, side by side, French door, integrated ice maker, wireless connectivity. They explain the different capacities and energy efficiencies, from different brands, in different colours. They show you new release models, ones on sale and ones that are on special clearance. After you have walked around the displays multiple times and opened far too many tabs on your mobile phone browser to try to compare consumer reviews and check prices at other stores, you manage to narrow it down to just one.