In Search of Optimally Effective Defaults

Indranil Goswami, University of Chicago, USA
Oleg Urminsky, University of Chicago, USA
Extant research has implied that high defaults can be detrimental, and companies tend to set low defaults, potentially fearing reduced participation. In six experiments across different domains, we find very limited evidence for backlash against high defaults both for average ‘amount’ and participation rate, but reduced efficacy for low defaults.
[ to cite ]:
Indranil Goswami and Oleg Urminsky (2012) ,"In Search of Optimally Effective Defaults", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 298-302.