Too many options cause people to avoid decisions or do nothing.
Offer fewer, clearer choices with guided pathways or simple step-by-step instructions.
'BS' of the month
A one-minute introduction to a behavioural theory
Decision Fatigue
The more options we have, the harder it becomes to decide, and the easier it is to do nothing.
The more decisions you make, the harder each one becomes. From small choices like what to eat, to bigger ones like what to prioritise at work, your mental energy drains. When it’s gone, you either choose the simplest option or avoid deciding altogether.
This is decision fatigue.
Applying BS Where It Counts... Real Life
Imagine a hot day in an ice-cream shop with 25 flavours to choose from.
You squint, debate, and by the time it’s your turn, your brain is fried. You panic and say, “Vanilla!” - even though you didn’t really want it, you just wanted the choosing part to be over.
That’s decision fatigue in action: when your brain takes the easy way out after too many choices.
People often get overwhelmed by too many options. This summer, simplify your approach by focusing on just one goal, one tool, and one habit to make real progress.
*Behavioural Science
How can you reduce Decision Fatigue with Behavioural Science?
Decision fatigue hits hardest when people are tired, stressed, or overwhelmed, which is common in health, education, and public services. Here's how behavioural science can help:
When mental energy is low, clarity wins. Highlight key actions and deadlines upfront with visual cues and clear labels.
Support better decisions by reducing effort, such as pre-selected reminders, automatic enrolment, or ready-made responses.
Avoid important tasks late in the day when decision fatigue peaks. Present key actions early or follow up when people are fresher.
Want to help your audience make better decisions?
Get in touch to find out how behavioural science can turn your project into real, measurable change!
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