Consumers are often stuck in the habits of the present—the thought of switching to a new solution is almost too overwhelming. Sticking with the devil they know, even if imperfect, is bearable. I refused to upgrade my mobile phone for years, in spite of all the whiz-bang things my assistant assured me the new phone could do, because I was comfortable with the one I had. This is largely because—as Nobel Prize winner Daniel Kahneman has shown—the principal pull of the old is that it requires no deliberation and has some intuitive plausibility as a solution already.
