How to nudge your customers without pushing them away
Harvard Business Review - 10/28/2016
Designing decisions in a way that nudges but does not force consumers to make better choices offers a way to alleviate many of society’s problems. Defaults are one way to nudge consumers. They can automatically enroll people in a designated option unless someone makes an active decision to opt out, or they can nudge people away from an option by requiring them to actively opt in. They work because of people’s well-established bias for choosing default options.