choice fatigue

 The idea of choice fatigue has been around in marketing circles for a decade or more.  Confronted with twenty different varieties of a product we might initially be thrilled to bits. But when we have to decide which one we are going to buy, we may well back off and buy nothing or choose the default standard variety because we can’t cope with the decision-making required to deal with the bewildering array of products.

 In the days of COVID-19 we are tiring more often and more easily because of the all the small decisions we have to make in terms of how we manage our lives. Is it safe to give this person a hug or should I do the elbow-touching thing? Is it safe to shop in this supermarket or should I wear a mask? Is it safe to go to the park or should I stay at home? The constant assessment of risk is wearing us out!