In decision making and psychology, decision fatigue refers to the deteriorating quality of decisions made by an individual after a long session of decision making. It is now understood as one of the causes of irrational trade-offs in decision-making.

This is why you should not make too many decisions at once because it deteriorates your ability to think things through. Instead, you should opt to ‘sleep on it”, so you can make a better decision.

As a company, if you wanted to leverage this, you can bombard your clients with multiple decisions and sequence them in a way so that their latter decisions make you the most money.