Thursday, November 13, 2014

Costco, Decision Fatigue, and Mental Rest



My new realization is that Costco membership has an underappreciated benefit -the ability to limit making decisions.

Decision fatigue can be just as exhausting as physical fatigue and sometimes worse.

Since I read about the study in Israel showing judges made better decisions earlier in the day, I've become more and more aware of how exhausting the act of choosing can be. I can feel it, if I spend too long shopping I start to loose focus the same way I can feel my muscles cramping if I spend too long standing.

With Costco, I no longer have to choose between five types of Almond Butter, no longer have to search five dates to find the newest milk - one choice. Shopping at Costco is mentally restful.

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