Decision fatigue

Decision fatigue: why we find it harder to make decisions in the afternoon

Why do we struggle so much to make decisions like choosing what to have for dinner or which movie to watch before bed? Discover how decision fatigue is affecting you.

BY María Pérez | 18 December 2024

Decision-making is an essential part of our lives, and although only the most significant decisions are remembered, the fact is that we make more than 35,000 decisions in a single day, according to Eva Krockow, a lecturer at the University of Leicester. Many of these are automatic, but those that involve controlled mental processes, however trivial or seemingly insignificant they may be act like a countdown timer, depleting our mental energy reserves throughout the day until they are exhausted. This would explain why we find it harder to make decisions in the afternoon.
 

What is decision fatigue?

Decision fatigue is a term coined by social psychologist Roy F. Baumeister that occurs when there is a mental overload that makes it difficult to make clear decisions. Although it is not considered a psychological disorder, it does affect a large majority of people in their daily lives. This condition can lead to physical and mental symptoms, such as procrastination, fatigue or lack of willpower, which can lead to impulsive decisions or, quite the opposite, decisions that are postponed indefinitely.

Perhaps the concept can be better understood through the following case study: the behaviour of users on streaming platforms. The selection of films and series available on these platforms (for instance, right after dinner) can shift from being exciting to becoming a major source of stress. And the outcome is something you'll easily recognise: users leave Netflix after hours of indecision without consuming any on-demand content, or they pick something at random without considering its value.

A quick guide to dealing with decision fatigue

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