What is the Default Effect?
In a choice context, a default refers to that option which shoppers end up with if they do not make an active choice. For example, when online shoppers select an item, they’re offered a default delivery option; they only need continue with the checkout in a passive manner.
The Default Effect is therefore the way in which any default option on offer is most likely to be chosen over anything else.
The Default Effect at Play
Scientists believe this comes down to human brains choosing the default option because it requires the least mental effort. This allows shoppers to reduce an already large number of choices they face every day in-store.
Shoppers also choose default options when they consider them to be recommendations. In the case of toothpaste, the dentist recommending to us a certain brand gives us a default. Note that the credibility of a 'dentist recommendation' subliminally builds brand trust, too.
In-store, there are any number of ways to make your brand more of a default choice:
- Social proofing – Telling shoppers that your brand is already the preferred choice of many other shoppers
- Visual stand out – A large imposing brand block, supported by POS or promotional messaging will grab more attention and therefore appear more of the default ‘no brainer’ choice.
- Reduce choice – Shoppers have too many choices to make so if you can help them reduce the mental effort by giving them a default option, you are making their shopping life easier.
Summary
The default effect is something that shoppers need. Quite simply, they can’t choose effectively between 90+ different pizzas, 100 different coffees or 200+ cheeses in the supermarket, offering them default options is a benefit for both them and the brand.
The Default Effect is one of many cognitive biases at play as we make purchase decisions. In fact, it's No.15 in a series of 36 cognitive biases that take hold. Find out what No.16 is - The Denomination Effect.
