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

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.


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.


Jennifer Danilowitz, Yale University, USA
Ravi Dhar, Yale University, USA
Stephen Hoch, University of Pennsylvania, USA


NA - Advances in Consumer Research Volume 39 | 2011

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