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Preference Dynamics in Sequential Consumer Choice with Defaults
JMR, Journal of Marketing Research
|April 2, 2026
Summary
Defaults in sequential choices reduce how one choice affects future decisions. Setting high-price defaults can backfire by weakening these preference spillover effects for consumers.
Area of Science:
- Consumer Behavior
- Decision Science
- Marketing
Background:
- Defaults influence product choice by promoting preselected options.
- Consumer preferences can evolve in sequential decisions due to spillover effects.
- The nuanced impact of defaults on evolving preferences in series of choices remains underexplored.
Purpose of the Study:
- To investigate how defaults affect choice spillover effects in sequential-decision settings.
- To test the hypothesis that defaults attenuate spillover effects due to passive acceptance.
- To provide practical insights for firms utilizing defaults in sequential choices.
Main Methods:
- Conducted three experiments and one field study.
- Analyzed consumer choices in sequential-decision scenarios.
- Examined the influence of default options on preference dynamics and spillover.
Main Results:
- Defaults systematically attenuate choice spillover effects.
- Accepting a default is a more passive process than active choice.
- High-price defaults can backfire by reducing spillover, contrary to firm intentions.
Conclusions:
- Defaults alter preference dynamics in sequential choices by dampening spillover effects.
- Firms must consider the unintended consequences of default settings on consumer decision-making.
- Understanding default-induced changes in choice spillover is crucial for effective marketing strategies.
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