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Default Choice

When offered a choice individuals have a tendency to stick to the default option. This is because it requires effort to deliberately move away from the default choice.

This is why when many individuals give you a free trial of a subscription service many people continue to use it even after the trial has ended. As the individual automatically starts paying for the service as that is the default option, despite being offered the option to cancel before the first subscription period starts. There is also a similar notion in the UK pension schemes, shown in the diagram below.


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