Default Effect: what it is and how it affects us

The "default effect" is a mental shortcut that leads us to make decisions in a predictable way.

Are we as much in control of our decisions as we think we are, or on the contrary, do we let ourselves be carried away on many more occasions than we think by what is already given to us?

Although we are not aware of it, in many occasions our ability to choose is influenced by external agents of which we are not aware. This is what happens with the default effect. Throughout this article we will clarify what this dynamic of thought consists of, as well as its causes and how we can take advantage of it for our own benefit.

What is the default effect?

The default effect or the "effect by default" is a theory associated with consumer psychology which states that in a situation or context in which we have to make a choice we are much more likely to choose the one that is marked or selected by default.

The reason for this fact is thinking about which choice to make involves an expenditure of energy that people tend to avoid, so we are much more likely to choose the one that is marked or selected by default.Therefore, it is much more likely that we will opt for the choice in which we do not have to do anything. That is, the one that is already marked by default. Hence the name "default".

As expected, companies and organizations are aware of this fact, so they take advantage of these dynamics of thinking to guide our behavior in the way in which they get the maximum benefits.

An example of this phenomenon

A valid example would be when we register on a web page and the "Yes, I want to receive information" box is checked by default. According to the default effect, the most probable fact is that we unconsciously accept all the terms and conditions that are marked by default. Hence, on numerous occasions we find ourselves receiving advertising from a myriad of companies that we do not remember having visited or accepted.

Compared to other tricks used in consumer psychology to guide our behavior, the default effect is much more imperceptible, but still highly effective in manipulating our behavior. is highly effective in manipulating our behavior..

This type of manipulation may not at first seem too considerable, since the fact of receiving advertising on a one-off basis is relatively unobtrusive and easy to deal with. However, the people in charge of designing these types of questionnaires and processes have a greater power than we imagine, since they make a series of decisions for us that we do not even notice.

If we take into account that the vast majority of consumers never change the default settings that computers and cell phones come with, nor do they stop to carefully read the conditions or small boxes when filling out a series of forms (both online and on paper), we will discover that someone somewhere made these decisions for us.

Beyond marketing

Another example that may be a bit more shocking is that, in countries such as Spain, Portugal or Austria, when a person registers for a driver's license the option to become an organ donor appears by default, so if the person does not look and does not want to be an organ donor, he or she will have volunteered without being aware of it.. In this way companies, organizations and governments predetermine our decisions.

Economist Richard Thaler and legal researcher Cass Sunstein wrote in their book on the implications of consumer psychology on human behavior that the list of areas in which we are influenced by the default effect is much broader, ranging from the topics mentioned above to the order of items on a menu or the predetermined temperature of workplace thermostats.

Therefore, the default effect is not only associated with consumption, but also with the intention that we follow certain steps according to the interests of some organizations. steps according to the interests of some organizations, which, it must be said, are not always harmful or damaging. which, it must be said, do not always have to be harmful or damaging.

How does it influence us?

Under the influence of the default effect there are a series of psychological procedures that make this possible. These psychological processes help us to better understand how it acts in our mind and why it affects us so often.

The origins of the default effect lie in the following causes.

1. The need to follow a recommendation

Our mind assumes the idea that if an option is given by default, it is because it is in fact the best. it is because it is actually the best one. This fact conditions our perception of what we choose.

2. Cognitive effort

As we mentioned earlier, reflecting on a choice involves a cognitive wear and tear that people tend to spare themselves, unconsciously unconsciously. Therefore, as a rule, we tend to leave what is pre-established as it is.

3. Change of meaning

Leaving the option "I do not want to be an organ donor" marked does not carry the same moral weight as having to mark it ourselves. If the default option is the opposite, removing it will cause us to experience slight anguish and a feeling of guilt.

4. Trade-off cost

When we reject an already marked choice in favor of another, we may be risking a series of changes that we are not aware of. Therefore, we are very likely to remain in a conservative attitude. a conservative attitude and leave everything as it is.

5. Loss aversion

The default option tends to be the reference point when comparing the other alternatives and will always be seen as more attractive. and will always be seen as more attractive. Therefore changing your mind can be perceived as a loss of something good or positive.

How does this effect apply?

As we have seen throughout the article, there are many areas in which the default effect can be used. However, not all of them need to be virtual, not all of them have to be virtual or have the economic issue as their objective..

A real and very striking example is the following. The governing body of a high school in New York was really concerned about the low consumption of healthy foods, such as fruits and vegetables, in the school cafeteria.

They decided to change the location of the salad buffet, which was on the side against the wall, to the center of the room, so that students had to walk past it before paying for their meals.

Since children no longer had to go specifically to the salad bar to get their food, and food was always in sight, the consumption of greens and vegetables increased threefold. increased to the point of tripling.

How can we use this to our advantage?

But not everything is alien to the default effect. We ourselves can use it as a tactic to can use it as a tactic to improve our lifestyle habits.. If we pre-establish our environment so that it is difficult for us to do those things that are detrimental to our health and easy to do those that benefit us, our behavior will end up being conditioned by this distribution.

For example, if we rearrange the pantry so that the less healthy foods are farther away from our sight or out of reach, it is very likely that we will consume them less than if they are the first thing we see.

In the same way, if we place the mobile applications that distract us the most, such as games or social networks, in a remote place or in a separate folder, we will be much less forced to enter them and waste time every time we pick up the cell phone.