Case | HBS Case Collection | April 2014 (Revised June 2015)

Making stickK Stick: The Business of Behavioral Economics

by Leslie John, Michael Norton and Michael Norris

Abstract, a website that uses behavioral economics to help users achieve their goals, must choose between a direct-to-consumer or business-to-business model. The case includes a discussion of how principles of behavioral economics can be used to influence behavior, and how an understanding of behavioral economics can inform managerial decisions about product adoption and diffusion.

Keywords: Behavioral economics; behavior change; B2B vs. B2C; human resource management; marketing of innovations; health & wellness; weight loss; charitable giving; Marketing; Consumer Behavior; Entrepreneurship; Internet; Health; Business Model; Sales; Human Resources; Health Industry; United States;


John, Leslie, Michael Norton, and Michael Norris. "Making stickK Stick: The Business of Behavioral Economics." Harvard Business School Case 514-019, April 2014. (Revised June 2015.) (request a courtesy copy.)