What is response effort?

Response effort is where a person will consider the level of effort they must sacrifice in order to successfully complete a desired task and this dictates the likelihood of them carrying out the behaviour.

From a retail point of view, the Amazon ‘Buy Now’ button is a great example of making the level of effort as small as possible to buy a product. This means online shoppers are able to complete their transaction with doing nothing more than clicking a button.

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