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Active Choice, Implicit Defaults, and the Incentive to Choose

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Listed:
  • John Beshears
  • James J. Choi
  • David Laibson
  • Brigitte C. Madrian

Abstract

Home-delivered prescriptions have no delivery charge and lower copayments than prescriptions picked up at a pharmacy. Nevertheless, when home delivery is offered on an opt-in basis, the take-up rate is only 6%. We study a program that makes active choice of either home delivery or pharmacy pick-up a requirement for insurance eligibility. The program introduces an implicit default for those who don’t make an active choice: pharmacy pick-up without insurance subsidies. Under this program, 42% of eligible employees actively choose home delivery, 39% actively choose pharmacy pick-up, and 19% make no active choice and are assigned the implicit default. Individuals who financially benefit most from home delivery are more likely to choose it. Those who benefit least from insurance subsidies are more likely to make no active choice and lose those subsidies. The implicit default incentivizes people to make an active choice, thereby playing a key role in choice architecture.

Suggested Citation

  • John Beshears & James J. Choi & David Laibson & Brigitte C. Madrian, 2019. "Active Choice, Implicit Defaults, and the Incentive to Choose," NBER Working Papers 25473, National Bureau of Economic Research, Inc.
    • Handle: RePEc:nbr:nberwo:25473
    Note: AG EH PE
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    References listed on IDEAS

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    1. Gabriel D. Carroll & James J. Choi & David Laibson & Brigitte C. Madrian & Andrew Metrick, 2009. "Optimal Defaults and Active Decisions," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 124(4), pages 1639-1674.
    2. Brigitte C. Madrian & Dennis F. Shea, 2001. "The Power of Suggestion: Inertia in 401(k) Participation and Savings Behavior," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 116(4), pages 1149-1187.
    3. Alois Stutzer & Lorenz Goette & Michael Zehnder, 2011. "Active Decisions and Prosocial Behaviour: a Field Experiment on Blood Donation," Economic Journal, Royal Economic Society, vol. 121(556), pages 476-493, November.
    4. John Beshears & James J. Choi & David Laibson & Brigitte C. Madrian, 2009. "The Importance of Default Options for Retirement Saving Outcomes: Evidence from the United States," NBER Chapters, in: Social Security Policy in a Changing Environment, pages 167-195, National Bureau of Economic Research, Inc.
    5. Sunstein, Cass R., 2015. "Choosing Not to Choose: Understanding the Value of Choice," OUP Catalogue, Oxford University Press, number 9780190231699.
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    Cited by:

    1. Benjamin L. Castleman & Francis X. Murphy & Richard W. Patterson & William L. Skimmyhorn, 2021. "Nudges Don't Work When the Benefits Are Ambiguous: Evidence from a High‐Stakes Education Program," Journal of Policy Analysis and Management, John Wiley & Sons, Ltd., vol. 40(4), pages 1230-1248, September.
    2. Sarah Cohodes & Sean P. Corcoran & Jennifer Jennings & Carolyn Sattin-Bajaj, 2022. "When Do Informational Interventions Work? Experimental Evidence from New York City High School Choice," Opportunity and Inclusive Growth Institute Working Papers 057, Federal Reserve Bank of Minneapolis.
    3. Marta Serra-Garcia & Nora Szech, 2023. "Incentives and Defaults Can Increase COVID-19 Vaccine Intentions and Test Demand," Management Science, INFORMS, vol. 69(2), pages 1037-1049, February.

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    More about this item

    JEL classification:

    • D03 - Microeconomics - - General - - - Behavioral Microeconomics: Underlying Principles
    • D04 - Microeconomics - - General - - - Microeconomic Policy: Formulation; Implementation; Evaluation
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • I13 - Health, Education, and Welfare - - Health - - - Health Insurance, Public and Private

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