Ziv Carmon
About
Insead Business School, The Alfred H. Heineken Chaired Professor of Marketing
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![An illustration of two figures marching inside endless treadmills.](https://anderson-review.ucla.edu/wp-content/uploads/2024/01/AR-thumb-entrenchment-effect.png)
The More They Do It, the More Some People Prefer To Continue a Tedious Task
Even when there’s an easy-to-access better alternative, some prefer their rut