Default effect

Decision biases biases

The default effect is when we tend to choose the option that is already selected or that we get if we do nothing. Changing the default often changes what people choose, even when the options are the same. It affects everything from form choices to organ donation and retirement savings.

Examples

  • When signing up, most people leave "receive marketing emails" ticked by default, even though they would not actively choose to receive them if the box started unchecked.

  • In countries where organ donation is the default (you opt out if you don't want to donate), donation rates are much higher than where you must opt in.

  • Employees stick with the default retirement fund allocation even when a different mix would suit them better, because changing it requires effort.

  • You keep the pre-installed apps on your phone and rarely remove or replace them, partly because the default is to leave them there.

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