What is ‘Sludge’

Sludge refers to subtle manipulation that encourages or prompts people to act in a way that is not in their best interest. It is a type of choice architecture that prevents people from making rational decisions for themselves and nudges them towards a decision that can in actual fact be harmful to their welfare.

An example of ‘sludge’ at play could be when it is incredibly easy to sign up to a subscription to something but ends up being extremely difficult to cancel that subscription with added friction and barriers to the task.

At Spark Emotions, we are experts at understanding how the brain works, which is crucial to helping you understand your customers better. To learn more about the brain, please click here for more articles on why we behave as we do or get in touch with us here.

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