Status quo bias

People prefer things to stay as they are.

Choice architecture Mainly on Cart pages
Where it applies

Four of the eight page areas.

HomepageNot typical CategoryNot typical SearchNot typical ProductAlso applies CartMainly here CheckoutAlso applies Post-purchaseAlso applies

Not usually a sitewide principle. See everything at work on Cart pages

How to use it

Four ways to use it, and one to avoid.

  • Offer subscribe-and-save, one-click reorder and “buy again” modules.
  • Save addresses and preferences, so repeating the last choice is the easy path.
  • Send renewal reminders.
  • Make cancelling simple, so that staying is a choice rather than an oversight.
  • Avoid: relying on customers forgetting to cancel, as new subscription rules under the DMCC Act 2024 are due in force in January 2027.
What the research found

Replicated in three of four scenarios. Cancellation frictions roughly double seller revenue on average.

Subscriptions are cancelled far more often in months when a card is replaced.

A 2021 replication (two samples of about 310 each) found strong support in three of the four original scenarios. Payment card data show the commercial side: subscriptions are cancelled far more often in months when a card is replaced, and cancellation frictions roughly double seller revenue on average.

Key research

Four sources, each checked.

Last reviewed

Samuelson & Zeckhauser (1988) Status quo bias in decision making J. Risk & Uncertainty Read the source Xiao, Lam, Piara & Feldman (2021)Replication Revisiting status quo bias: Replication of Samuelson and Zeckhauser (1988) Meta-Psychology Read the source Einav, Klopack & Mahoney (2025) Selling Subscriptions American Economic Review Read the source Jachimowicz, Duncan, Weber & Johnson (2019)Meta-analysis When and why defaults influence decisions: a meta-analysis of default effects Behavioural Public Policy Read the source
Before you use it · UK law

New subscription rules under the DMCC Act 2024 are due in force in January 2027 (government announcement, 9 August 2026), requiring clearer up-front information, regular reminders, a much easier exit and a 14-day cooling-off period. Do not rely on customers forgetting to cancel.

This is simply a pointer to check, not legal advice. Seek legal advice before you put this principle into action.