Decision fatigue — from ice cream to mini-splits — is wearing me out | CBC News

Choosing between fries or salad is an easy decision.

In my childhood corner store in northern Manitoba, there were only three choices of ice cream — vanilla, chocolate or strawberry. 

No problem.

Nowadays, my nerves start to jangle when faced with what seems like 180 flavours of vanilla alone. Then there are multiple types of chocolate and there must be more than a thousand other options, including brown bread, maple bacon and wasabi ginger.

I scream, you scream, there’s no way I can pick an ice cream!

When did choosing become so confusing?

I am suffering from what’s known as choice overload, and I know I’m not alone. It’s not a newfangled term; in 1970, Alvin Toffler coined it in his book Future Shock, describing how people grappled with “too much change in too short a period of time.”

Recently, I spent a few months comparing and contrasting fitness trackers. If decision-making burned calories, I’d be a size 2 now.

When we have more options, we have a harder time deciding. We second-guess our choices, and even have instant regrets after we finally do decide. 

If FOMO is the fear of missing out, we also can contract FOBO, the fear of a better option.

Since 2020, my partner Liz and I talked — and only talked — about getting a mini-split. Enough talk: I went mad while browsing, comparing and digging up information. It was me against the mini-split with quotes from five companies. 

I was Rosie Barton, firing questions at friends, acquaintances and strangers on the street. Do you now, or have you ever owned a mini-split? What kind? How many heads and compressors? How many BTUs? Don’t turn away. Look at me — what did you pay?

I had a bad case of “analysis paralysis.” As I write this, my brain and I are surrounded by a consistent 20 degrees of warmth from my mini-split.

In 1910, John Dewey — of Dewey decimal system fame — theorized there are five stages to the decision-making process. He couldn’t have dreamed of the changes over the last century or so. 

The future is now

The internet has changed everything, but interestingly enough, it has not changed Dewey’s theory. 

Simply put, the consumer decision-making process looks like this:

• There is a problem or a need.
• The buyer begins an information search.
• Alternatives are analyzed.
• A purchasing decision is made.
• The purchase is evaluated.

Looking back, we ticked every single one:

• Needed a mini split. ✓
• Searched information online information. ✓
• Got quotes and opinions. ✓
• Made our decision. ✓
• Wondered whether we should have done anything differently. ✓

Studying jams

Another huge consideration for us was the cost. Can I afford this one, or maybe this lower-priced one?

Ever hear about the Jam Study?

It was conducted in the early 2000s to compare consumer behaviour with a limited selection of jams versus an extensive one. It’s even more relevant today.

On a regular day at a local grocery store, people find a display table with 24 different kinds of jams. On another day, they have only six types of jams. Researchers found that more people purchased jam when fewer options were available.

Presenting the paradox of choice: the more you have to choose from, the less likely you are to purchase.

If you have choice overload or paralysis, I have something you might try, before the rabbit hole of research swallows you. 

Tell yourself, “I will spend 30 minutes researching. That’s it. I will buy the best one and move on.”

Limit your time. No days, weeks, months or years of research. The more options, the harder it is to make a decision.

Yogi Berra is often quoted as saying, “When you come to a fork in the road, take it.” 

OK, Yogi, those days are gone. Now there are freeways, parkways, collector lanes, cloverleafs and roundabouts. I hope, like most men, he stops to ask directions when he can’t find his fork.

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