How are Americans coping with choice fatigue?
6 Aug 2019
How are Americans coping with choice fatigue?

Whether shopping on Amazon or selecting a song on Spotify, modern life has too many options for even the most mundane decisions. This assortment of online offerings can overwhelm people to the point of indecision and inaction. How can brands help to mitigate choice fatigue for American shoppers?

Roy Baumeister

Roy Baumeister is a professor of psychology at the University of Queensland, Australia. He has published more than 500 scientific articles and over 30 books, including the 2011 New York Times bestseller ‘Willpower: Rediscovering the Greatest Human Strength’.

Zoë Chance

Zoë Chance is an assistant professor of marketing at Yale. She specialises in influence and research-based strategies for people to live more positive lives. Her work has been published in publications including the New York Times, the Wall Street Journal, and The Economist.

Kristin McGrath

Kristin McGrath is a shopping expert at, a site that aggregates and tracks deals from multiple retailers on sales including Black Friday, Cyber Monday, and Amazon Prime Day.

Miranda Bryant

Miranda Bryant is a writer based in New York.