행동경제학
Decision Fatigue
Traditional economic theory assumes that individuals make decisions through consistent, rat1 calculation regardless of context. Behavioral economists, however, have shown that decision-making quality can decline sharply after a person has already made num2 choices, a phenomenon known as decision fatigue. As mental resources become dep3, people increasingly rely on sho4 or default options rather than carefully weighing available alternatives. This ten5 helps explain why judges, according to some studies, hand down ha6 rulings later in the day, and why shoppers frequently make imp7 purchases near che8 counters after navigating a long list of choices. Businesses have learned to exploit this pattern by strategically positioning tempting products where fatigued customers are least likely to resist. Some researchers propose that willpower functions much like a limited resource that can be replenished through rest, but this theory remains con9 among specialists who argue that mot10, rather than depletion, better predicts behavior.