Understand Your Buyer > How People Work > The Default Effect

What is it?

The Default Effect is when your offer “defaults” to a certain choice and it’s up to your client to “opt out” for something else.

Why does it work?

It works because as humans, we are lazy and looking for the path of least resistance. We also think that the default choice is often the “right” choice as it’s been made the default.

How can you use it?

Decide on the best default options by considering what’s best for you and your client. In the UK the organ  donor register has moved from a system where you have to opt in, to one where you have to opt out. This maximises the number of available organs in the NHS and for most people, they would be happy to donate but never bothered to register.

See also

• The Scope of your offering
• MLE

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