外刊阅读 | 今日心理学 | 什么是决策疲劳？

Micro wins are your proof that you’re capable, that change is always possible, and that no matter how big the challenges, you’re never without the power to act.

微小的胜利证明了你是有能力的，改变总是可能的，无论挑战有多大，你永远都有行动的能力。

Avoiding Consumer Decision Fatigue

避免消费决策疲劳

1

Most people are well tuned in to the fact that their bodies can get worn out from too much exercise. However, generally, it does not seem that people think of the brain in the same way. But they should, as brain fatigue is something that consumers should be aware of as it can impact the decisions they make when shopping.

Just like the legs, the brain can also become tired. If your legs are worn out, you will perhaps walk slower or sit down. This is just like your brain, as when it is tired, the brain slows down its activity. The result is that you will avoid using more mental energy and rely more on heuristics. Thus, you are more likely to be persuaded by marketing cues and more likely to be persuaded by subliminal messaging. This can also mean that you end up purchasing items that you may regret buying later or that are simply not what you really wanted.

And forget going out for a fancy meal when you are tired, as rich and pleasant flavours will not be enjoyed to the same extent when you experience cognitive depletion.The more decisions you must make, the more fatigue you develop and the more difficult it can become. This is commonly referred to as decision fatigue. If consumers need to make too many decisions over any given period, they may put off making any decisions about purchases at all. To some, this may seem to be procrastination, even though it is simply because your brain is too tired.

In such situations, if you really feel you can’t decide, it is probably best to wait until you have had some rest, as forcing the issue is unlikely to work out well in terms of what you might decide. Most likely, you will make a decision based on little evidence.Decision fatigue is also something marketers should be aware of as simply presenting consumers with too many choices can also backfire and put them off deciding. Just think about how you at times get bombarded with consumer messages whilst surfing the internet.Naturally, no one wants to be "too" mentally tired to make a decision, and, thus, it is worth considering what you can do to avoid ending up in such a situation.

But there are some things you can do to avoid brain fatigue.Regardless of what you intend to purchase, make a list. The list may be what exactly you intend to purchase in the grocery store or a more general list describing the most important elements of what you want. For example, if you are going to purchase a sofa, then the colour, size, and price may be some of the aspects that end up on your list.After a good night’s sleep, you will be rested and can focus on the task at hand. Hence, this is also a good time to make "big" decisions, such as if you are going to invest a fair amount of money in a purchase. Usually, the further along in the day we are, the more impulsive we become, whilst in the mornings we are more cautious.

Journal：psychologytoday

Title：Avoiding Consumer Decision Fatigue（ 5 Nov 2024 ）

Category：Consumer Psychology

Try to develop daily routines.Engaging in daily routines can help reduce the cognitive load.

尝试养成日常习惯。养成日常习惯有助于减轻认知负担。

Now that destiny has brought us together,it matters little that we have never met before.

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