Preference Dynamics in Sequential Consumer Choice with Defaults

This research examines the impact of defaults on product choice in sequential-decision settings. Whereas prior research has shown that a default can affect what consumers purchase by promoting choice of the preselected option, the influence of defaults is more nuanced when consumers make a series of...

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Bibliographic Details
Published in:Journal of marketing research 2020-12, Vol.57 (6), p.1096-1112
Main Authors: Donkers, Bas, Dellaert, Benedict G.C., Waisman, Rory M., Häubl, Gerald
Format: Article
Language:English
Subjects:
Consumers
Default
Preferences
Special Section Articles: Theory and Practice in Marketing
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