The default nudging effect describes the predictable altering of user behavior through positive reinforcement.


When you create a default nudge you are suggesting, for instance, that the default option is the most commonly chosen one. This tends to make more of your customers choose this product and can include highlighting a product on your website as a "preferred option" or naming conventions like "standard product" vs. "plus product".

What to watch out for 

Nudging can be condescending:

Avoid patronizing your customer by suggesting that they are not capable of making the right choice

 Nudging cannot fix everything:

Like any behavioral effect, its success is dependent upon your overall offer architecture incl. pricing and product composition

Nudging does not work in every situation:

Nudging effects work better in situations in where customer do not fully know their needs

Sources & further reading
Nudge: Improving Decisions about Health, Wealth, and Happiness by Richard H. Thaler & Cass R. Sunstein


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"Key Behavioral Pricing Effects"