默认选项对赠品选择行为的影响

The Influence of Default Option on Gift Selecting

本研究以买房送家电为情境,通过三个实验探索默认选项对赠品选择行为的影响。实验1和2通过情境实验,分别在不考虑家电成本和考虑家电成本的情况下,考察默认选项对选择行为的影响。两个实验结果均表明,在设置默认选项后,个体倾向于选择默认选项。实验3通过现场实验,采用普通居民作为被试,也发现了默认选项效应。上述结果共同表明,设置默认选项可以影响个体对赠品的选择,既成事实的默认选项对选择行为产生的影响更大。

In this research,we explored the influence of default options on selecting household appliances which were presented as gifts by two situational experiments and a field experiment.In the first two experiments,situational experiments were carried out when the cost of household appliances was not considered(in Experiment 1)and was considered(in Experiment 2).Results in both experiments showed that more participants chose household appliances which were set as default options.The third experiment was carried out by a field study,and participants in this experiment were real house-buyers.Results were same with the first two experiments.In conclusion,the default option effect was demonstrated in condition of gift selecting.And there was more influence with de facto default options.