The Default Effect: a closer look at reactance through environmental choice architectures

Jason Bixon
Choice architecture is a powerful influence on consumer decisions. One such influence, default architecture, results in disproportionately choosing options that are selected for someone, even when the default option is made salient and the choice is counterattitudinal. The present research tests the effects of default architecture on consumers' selection of renewable vs. nonrenewable energy for their home electricity. An experimental study tests whether transparency about the reasons for defaults reveals default effects choices.
Major: 
Marketing
Exhibition Category: 
Social and Behavioral Sciences
Exhibition Format: 
Poster Presentation
Campus: 
University Park
Faculty Sponsor: 
Janet Swim, Professor of Psychology
Poster Number: 
451