Social adhesion is culture. People like us do things like this. The unspoken rules that cause us to do things that might not be easy or in our short-term interest. The vague (or pronounced) feelings we have when going against the grain. And resistance to substitution is at the heart of every market we engage in. Why this and not that? What prevents a constant race for cheaper or more convenient? Shouldn’t everything be a rational commodity? Why stick when we can switch? Social adhesion and resistance to substitution often work at cross purposes, creating an oscillating and unstable equilibrium
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