Choiceology with Katy Milkman cover image

A Sticky Situation: With Guests Richard Thaler, Wendy Wood & Susan Budowski

Choiceology with Katy Milkman

CHAPTER

The Role of Friction in Behavior Change

The chapter explores the concept of friction and its impact on behavior change. It discusses different types of friction and their effects on behavior, as well as how online retailers use the understanding of friction to influence consumer behavior. It also highlights the importance of considering external factors and environmental barriers when trying to change behaviors.

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