‘Micro-costs’ can make us resist change

YALE (US) — A new study suggests that people will stick with a default option even when they face only the smallest costs of switching—like changing the channel on TV. It only takes pressing a button to switch the channel, but people’s choice of program is heavily influenced by whether they watched the previous program on the same channel, according to a new study by Professors Constança Esteves-Sorenson of the Yale School of Management and Fabrizio Perretti of Bocconi University....

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Published By: Society & Culture - Futurity - Friday, 21 September