Action Drivers and Action Barriers

This episode explores two key behavioral strategies for closing the gap between choice and purchase: boosting action drivers and eliminating action barriers. Action drivers work by increasing the salience of unmet needs and enhancing the attractiveness of an offering through tactics like promotions, scarcity, and perceived urgency. On the other hand, action barriers—both situational and psychological—such as friction, uncertainty, or regret, can stall decision-making, and overcoming them is often more effective than simply pushing harder for action.