OPINION27 March 2023
Defaults are not always the silver bullet
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OPINION27 March 2023
x Sponsored content on Research Live and in Impact magazine is editorially independent.
Find out more about advertising and sponsorship.
Crawford Hollingworth explains why defaults aren't always what they're made out to be in behavioural science.
Defaults are sometimes considered the poster child of behavioural science because they are one of the surest ways of changing people’s behaviour.
The concept of creating a default option or changing the default option is one of the most powerful nudges in any behavioural scientist’s toolbox; the idea that when people are presented with a predetermined default option, or are automatically enrolled, they tend to accept it. Examples range from default passwords (few ever change their Wi-Fi password) and browsers, to standard insurance packages.
We accept the status quo and go with the flow, without considering other options or investigating further, often because we see the default as an implicit recommendation, either because it’s the option most people would choose or it’s the option suggested by experts.
Broadly, behavioural scientists have found that default settings are likely to be most effective when:
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