Partitioning Default Effects

Daniel Goldstein, London Business School, UK
Isaac Dinner , IE Business School, Spain
Eric Johnson , Columbia University, USA
Kaiya Liu , University of South Dakota, USA
Default options exert an influence in arenas from organ donation to consumer choice. Past research has offered potential reasons why defaults matter: (i) effort, (ii) implied endorsement, and (iii) reference dependence. The latter has received far less attention. In three experiments, we demonstrate that reference dependence can play a major role in their effectiveness.
[ to cite ]:
Daniel Goldstein, Isaac Dinner , Eric Johnson , and Kaiya Liu (2011) ,"Partitioning Default Effects", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 181-182.