Partitioning Default Effects

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.


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.


Daniel Goldstein, London Business School, UK
Isaac Dinner , IE Business School, Spain
Eric Johnson , Columbia University, USA
Kaiya Liu , University of South Dakota, USA


NA - Advances in Consumer Research Volume 39 | 2011

Share Proceeding

Featured papers

See More


Trusting the data, the self and “the other” in self tracking practices

Dorthe Brogård Kristensen, University of Southern Denmark, Denmark

Read More


The Secrecy Effect: Secret Consumption Polarizes Product Evaluations

Maria A Rodas, University of Minnesota, USA
Deborah Roedder John, University of Minnesota, USA

Read More


People Overpredict the Benefit of Using Expensive Items and Appearing Rich in Friend-Making

Xilin Li, University of Chicago, USA
Christopher Hsee, University of Chicago, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.