Good Friction, Bad Friction: Why a Little Effort Makes Customers Care

Episode Overview

When everything is one-click easy, do we lose something meaningful? Guest host Dr. Morgan Ward joins Dr. Ryan Hamilton to explore how the right amount of friction in the consumption experience can boost connection, meaning, and long-term use of the product—while the wrong kind just gets in the way.

Quote of the Episode

"Consumption, in some ways, has just gotten too easy." — Dr. Morgan Ward

🔑 Key Takeaways

1. Easier isn't always better. Ultra-frictionless buying can strip away the identity, discovery, and accomplishment that make buying feel meaningful.
2. Effort signals value. From "chicken-juice coupons" to the IKEA effect, a little work can increase attachment and repeat use.
3. Design friction by segment. Introverts may love self-checkout; extroverts crave chatty lanes—know which experience your customers wants
4. Guide them but don't overwhelm. Keep choice in the journey (it's part of self-expression) but make it manageable and well-scaffolded.
5. Use friction where it adds meaning. Experiential or identity-laden consumption experiences benefit from challenge and discovery; utilitarian tasks should stay smooth.
6. Let search be satisfying. Curated discovery, small hurdles, or "surprise" moments can deliver the joy of the hunt without wasting time.

📚 Resources Mentioned / Referenced

· Research example on difficult vs. easy coupons and subsequent purchase

· The classic Better Crocker Effect based on the pancake-mix story (adding an egg restored pride and perceived contribution)

· Discovery mechanics (blind-box/surprise products) and guided choice in retail

· When should there be friction in the consumption experience and when should there not be?

About the Hosts

Ryan Hamilton is a Professor of Marketing at Emory University's Goizueta Business School and co-author of 'The Intuitive Customer' book. An award-winning teacher and researcher in consumer psychology, he has been named one of Poets & Quants' "World's Best 40 B-School Profs Under 40." His research focuses on how brands, prices, and choice architecture influence shopper decision-making, and his findings have been published in top academic journals and covered by major media outlets like The New York Times and CNN. His work highlights how psychology can help firms better understand and serve their customers. Ryan has a new book called "The Growth Dilemma: Managing Your Brand When Different Customers Want Different Things" Harvard Business Press 2025

Follow Ryan on LinkedIn (https://www.linkedin.com/in/ryan-hamilton-49b3321/)

Morgan Ward is an adjunct marketing professor, weekly expert guest on The Take—11Alive's in-depth news program that explores timely stories through expert insight—With over 20 years of experience advising clients ranging from start-ups to Fortune 500s and publishing in top academic journals, she's passionate about decoding the symbolic and cultural forces that shape consumer behavior. Her work focuses on status, identity, and decision-making across sectors like luxury, retail, and tech. Beyond consulting, Morgan serves as an expert witness in branding and advertising litigation, bringing academic rigor to questions of perception, distinctiveness, and influence.

Follow Morgan on LinkedIn (https://www.linkedin.com/in/morgankward-phd/)