To Friction Or Not to Friction?

One of the main points about behavioral economics, and one of the most important levers for behavioral change, is decreasing friction. In fact, it's about taking friction very seriously and trying to reduce it everywhere possible. However, should we always decrease friction?
In this short talk, I present one important case where we need to think about the cost of decreasing friction, and in fact, in many cases, work hard to do the exact opposite.
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