The effect of default options on choice—Evidence from online product configurators

Abstract

Many firms use product configurators to enable customers to specify their desired products online. In such systems, defaults are pre-specified for levels of product features by the manufacturer or dealer. For example, when configuring a racing bike online, a default is predefined (e.g., the Shimano Ultegra model) for all required features (e.g., the gearshift levers). Such defaults, which may even adapt to previous choices, ensure that a functional and fully defined product emerges at the end of the configuration process. However, when designing sales systems, companies often fail to realize that these defaults also affect customer decision-making. We demonstrate the effect by a study that makes use of a fully simulated racing bike configurator. We find the following results: Moving the default of one feature (e.g. wheels) from the lowest to the highest level results in an increase in sales. In addition, the feature level defined as the default also acts as a reference point by increasing the sales of levels near to it. In order to maximize sales, the default should be set at the level of a feature that is between the medium and the highest price level. To conclude we discuss how manufacturers and dealers subtly yet powerfully influence the decision-making process with their sales systems.