When fresh, your brain excels at trade-off thinking: weighing pros and cons, considering long-term consequences, balancing multiple factors. This is sophisticated cognitive work.
When depleted, trade-off thinking is the first casualty. You stop comparing and start defaulting: - Instead of comparing prices, you buy the first option - Rather than weighing job offers, you stick with what's familiar - Instead of balancing nutrition, you eat what's convenient
Marketers know this. That's why: - Grocery stores put candy at checkout (when you're most depleted) - Online retailers push one-click purchasing - Subscription services auto-renew - Sales happen in the evening
They're not selling to your best decision-making self—they're targeting your depleted self.