Avoiding Consumer Decision Fatigue

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.

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Too many decisions

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.

How to avoid mental tiredness

At times, it may simply not be possible to avoid shopping when your brain needs a rest. But there are some things you can do to avoid brain fatigue.

1. Shop in the morning. 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.
2. Make shopping lists. 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.
3. Have frequent breaks. If you have frequent breaks throughout the day, you are also less likely to be tired when you decide to look for new products and services.
4. Try to develop daily routines. Engaging in daily routines can help reduce the cognitive load. For example, if you like to have cereal for breakfast, make it part of your morning routine so you don’t need to deliberate about what to have for breakfast. By already knowing what you will eat, your brain is freed up to think about other, perhaps more important, decisions.