Choice Overload and Why it Makes us Unhappy

We’ve all been there – so overloaded with choice we’re left paralysed by indecision. Whether it’s standing in front of the peanut butter section of the supermarket, staring up at the rows of belt sanders at the hardware store, dazzled by the sheer number of movie options on Netflix, or bewildered by the choice of cruises on offer for the coming season, decision-making over something we’re actually looking forward to, really can make us unhappy. In fact, the sheer number of options we’re presented with often scrambles our brain to the extent we walk away, choosing to buy or select nothing from the list of possibilities. The result, unfortunately, is we’re left feeling anxious, angry, and defeated. Even if, by some miracle, we do finally manage to make a choice, we’re very likely to be left disappointed by it or to spend hours wondering if we made the right decision and, if it’s possible to do so, whether we should return the item. If this sounds familiar, welcome to the distressing world of decision fatigue, an issue that is widely recognised. Why it occurs, who it is most likely to affect, and how we can avoid it, is worth thinking about – so let’s dive into this modern-day phenomenon.

Why does decision fatigue occur?

The freedom to choose is highly valued, but as the number of choices continues to grow, it can impact our mental well-being. We may set out from home, excited at the prospect of choosing a new lawn mower, but once we view the available choices, we become anxious about making the wrong decision. We may blame ourselves for not being better armed with information to direct our decision making. We may become worried choosing one lawn mower over another means we’re missing out on features we wish we’d known about. We stress over the fact, in another shop, there may be better options, or the same options at better prices. We spend half an hour on our phone checking this out. And if we do manage to purchase a lawn mower, our pleasure in it is diminished as we spend the rest of the day (and possibly the night!) wondering if we actually made the best choice.

Buying processes can easily leave us fatigued because, when it all boils down, we don’t have an unlimited supply of brain power. Too many options quickly drains our cognitive resources and leaves us mentally exhausted. To the lawn mower buyer, it can feel as though they’ve just climbed a mountain rather than made a visit to the hardware store.

Who is more likely to be affected by decision fatigue?

Research suggests those who are most likely to succumb to decision fatigue are those who are already mentally overloaded – so if you’re already stressed through, for example, caring for a dependent, managing your own health issues, or navigating a relationship breakup, adding in the task of making a purchase is a recipe for decision fatigue. We know shoppers who try to learn about their potential purchase at the same time as they’re doing the shopping, are in much more danger of decision fatigue than someone who’s done their research before they start the process. Also contributing to decision fatigue is our basic personality – some of us are perfectionists, which makes it super-difficult when it comes to choosing what we consider to be the ‘best’ option. Others are happy with ‘good enough – it will do the job.’ If you’re an ‘other,’ then lucky you, because making a purchase is likely to be less stressful.

How to avoid (or at least minimise) decision fatigue

Unless you urgently require an item, delay purchasing it until you have a break in your busy schedule, and life feels more calm. If you do need an item urgently, set a price limit, and consider asking a trusted friend to choose for you. Or ask friends and family for a recommendation, and order the item online rather than heading to the shops.  Give yourself time to learn about your options by browsing before you buy. Ideally, leave a gap of a few days between the two activities. The more you know ahead of time, the less anxiety-provoking your choosing will be. If you’re a perfectionist, you’re likely to agonise over your choice after you’ve made it. So, make it a rule you won’t return an item, even if you change your mind about it. By settling for the choice you’ve made, you’re more likely to enjoy and be satisfied with your purchase.

If you’re making a decision about a purchase, a movie choice, or a subscription, do your best to avoid decision fatigue – your brain will thank you for it!