It takes a lot of mental effort to decide. Decision fatigue is the term used to describe how making a lot of decisions can drain a person’s mental resources, making them more prone to making bad decisions or refusing to make any decisions at all. Steve Jobs is known for fighting decision fatigue by dressing the same way every day to free up his mind for bigger decisions.
According to research, decision fatigue can lead to shoppers making increasingly irrational or bad decisions as they browse. People are also more receptive to sales and marketing tactics and impulsive purchases as a result of this effect.