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Default Bias
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Making a decision usually requires effort, and it's easier for them to just accept the default option.
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Introduction
Without a compelling incentive to change, people tend to stick to the default suggestion, option or product.
Nudge theory:
The behavioural science theory of 'nudges' is based on the understanding that people can be encouraged to adopt healthier habits, just by changing default options in their lives.
For example, placing unhealthy snacks further away than healthy ones will lead to less consumption of unhealthy food.
Think of 'nudges' being a way to counter the default bias.
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Potential impacts
Conversion rates
- Having a suitable default option can encourage people to convert down a particular path.
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"An exceptional resource for learning how to build habit-forming products that people love."
"I’d never met anybody who looks at usability and UX the way I do until I met Peter. Only he’s smarter."
"The completest view of the psychological underpinnings of human behaviour that I’ve ever seen."
"What a nice idea! Christopher Alexander would be proud to see patterns collected like this."
Unlock this article instantly with Built for Mars Premium
Subscribe to BFM+
If features can be coded in minutes, thoughtful design is what wins
- Unlock the entire library
- Create custom UX courses
- Access our AI tools
£12 per monthbilled annually
or, wait for the free stuff
Join the free newsletter
Get the free content when it's released, straight to your inbox, no account required
"An exceptional resource for learning how to build habit-forming products that people love."
"I’d never met anybody who looks at usability and UX the way I do until I met Peter. Only he’s smarter."
"The completest view of the psychological underpinnings of human behaviour that I’ve ever seen."
"What a nice idea! Christopher Alexander would be proud to see patterns collected like this."
Written by Peter Ramsey
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