Friction

What is Friction in Behavior Change?

Friction refers to effort, time, or procedural difficulty involved in taking an action. Examples include finding information, completing a form, remembering a password, or traveling to a service. It is a practical description of obstacles, not a single psychological mechanism.

What do friction costs mean?

In this context, friction costs are the time and effort a person spends getting an action done.

• A confusing instruction adds mental work;
• a long trip adds travel time;
• an extra approval adds a procedural step.

Identifying the specific cost is more useful than calling the whole process difficult.

An example of reducing friction

Bettinger and colleagues (2012) tested assistance with financial-aid applications in a randomized field experiment. Combined assistance and information improved application and college outcomes; information alone did not. This supports examining practical support as well as information.

Why it matters

Not every extra step is wasted effort. Some steps help people understand consequences, prevent errors, or protect access. Ask what a step accomplishes, who finds it difficult and what happens if it is removed. Simplifying a form can help; removing a useful check can create a different problem.