The fastest way to LOSE a yes is to ask one more question. A 2025 Journal of Consumer Research paper looked at something many teams assume is harmless: the “confirm or change” nudge at checkout. You know the moment: You’ve chosen the product. Good to go. And then, the system asks if you’d like to confirm … or consider something else. In one context, this works. A subscription app nudged users to switch from monthly to annual and saw a meaningful lift. BUT, in another case, it totally...