Decision Friction

Thinking is to humans as swimming is to cats; they can do it but they’d prefer not to.

—Daniel Kahneman, Behavioral Economist and Nobel Laureate

Most of us don’t spend a lot of time thinking about thinking. Except for solving difficult math problems and similar tasks, thinking seems effortless. In fact, our brains experience a range of difficulty in thinking and making decisions. Understanding what constitutes “effort” for our brains is the first step in knowing how to change behavior.


If you ask people whether they would prefer more choices or fewer, virtually everyone will reply “more.” Why limit yourself?

And, for a business, offering several variations of a product is often a practical and effective ...

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