Enhanced Choice: a Method to Motivate Behavior Change

Enhanced Active Choice is a no default forced-choice structure that motivates behavior change by advantaging and increasing loss aversion for one option. Based on conceptual and empirical evidence we recommend Active Choice when automatic enrollment cannot be used or as a complement to automatic enrollment for enhancing follow-up behavior.


Punam Keller, Bari Harlam , George Loewenstein , and Kevin Volpp (2011) ,"Enhanced Choice: a Method to Motivate Behavior Change", 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: 44-45.


Punam Keller, Dartmouth College, USA
Bari Harlam , CVS/Caremark
George Loewenstein , Carnegie Mellon University, USA
Kevin Volpp , University of Pennsylvania, USA


NA - Advances in Consumer Research Volume 39 | 2011

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