Default Effect

The tendency to stick with the pre-selected or default option, even when alternatives might be better.

Choosing requires effort, and defaults feel like the 'recommended' choice. We interpret the default as the normal or safe option and see no reason to change it.

• Keeping the default ringtone on your phone for years.
• Staying enrolled in a retirement plan you didn't choose because it was the default.
• Accepting default privacy settings on apps without reviewing them.

• Review default settings on all your accounts and devices.
• Ask: 'Is this default serving me, or is it serving the company that set it?'
• Treat defaults as suggestions, not recommendations.
• Periodically audit your subscriptions, settings, and automatic enrollments.