The huge amount of choices that a consumer makes while shopping can lead to ego depletion, as they become mentally exhausted and overwhelmed.

This leads to the consumer picking something without much thought, like just the lower-priced one, or a familiar brand.

Ego depletion happens when people use up their available willpower on one task.

We all have natural urges, desires, and tendencies that demand attention. When we curb those urges, it requires willpower. Even small decisions to delay gratification require huge mental, emoti...

• Take steps to boost your mood.
• Change your outlook and focus on the big picture.
• Use positive self-affirmation to counter the effects of ego depletion.
• Make sure you get proper sleep.
• Practice deep breathing and mindfulness meditation.

.. requires mental toughness and determination. When willpower is exhausted due to challenging mental tasks, it leads to physical exhaustion.

Example: Students having a tough exam before a game might perform poorly in the activity.

Many emotional and physical factors contribute to ego depletion, like:

• Emotional distress
• Struggling to learn something new
• Mental fatigue due to anxiety
• Low levels of blood sugar
• Too much choice
• Confl...

• Chronic dieters seem to be more prone to ego depletion as they apply their limited willpower on controlling their food intake, therefore being more likely to lose their self-control when temptation strikes.
• Ego depletion makes people feel less guilty, making them less likely to be ...