Endowment is about our attachment to what we've been doing. We tend to do the same stuff again and again, we become emotionally attached to it. On the other side, we're also scared of new things, in part, because new things always involve uncertainty. The longer you live in a home, for example, the more value you think it has even above market price.
Businesses want people to buy their products. Parents want their kids to eat their vegetables. We all want to convince someone to do something. So we push and we prod – but often to no avail. Wharton marketing professor Jonah Berger says there’s a better way. In this high-speed conversation with Rufus, he lays out his formula for removing barriers to change.