We asked psychologists to break down the most common reasons your online shopping habit is leaving you drained (and not just financially)—plus, how to browse in a way that’s actually enjoyable. “Research shows that we have a paradox of choice,” Diedre Popovich, PhD, an associate professor of marketing in the Rawls College of Business at Texas Tech University, tells SELF. “Consumers love to have a lot of different options available to us, but when we have too many, we actually end up in decision paralysis”—or the inability to pick due to overwhelming choices.