Nudge Your Customers Toward Better Choices Using Defaults

I was recently researching on how the default effect works and came across this excellent article from HBR, published over a decade ago.

In this article, not only do the authors discuss the pros and cons of using defaults in a marketing/business situation but also provide a ‘decision-tree’ that you can use to decide if you should use defaults as a tool to nudge the customers and what types of defaults will work best for you. The decision-tree has a series of questions that you can answer and each step takes you towards what type of default you should use.

As far as I know, this is the only decision-tree structure of its type that is available from research papers. Definitely worth checking out!


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