When Shopping Carts Come Pre-Loaded: Default Effects in Assortments

Jennifer Danilowitz, Yale University, USA
Ravi Dhar, Yale University, USA
Stephen Hoch, University of Pennsylvania, USA
Most default effects research has focused on binary choices. However, in many real world situations consumers can choose multiple options from a choice set. In three studies we extend the study of defaults into choice from assortments. A novel dual threshold explanation for default effects in assortments is proposed and supported.
[ to cite ]:
Jennifer Danilowitz, Ravi Dhar, and Stephen Hoch (2011) ,"When Shopping Carts Come Pre-Loaded: Default Effects in Assortments", 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: 183-184.