Active Choice
BEHAVIOR CHANGE TACTIC

Active Choice

Active choice, sometimes referred to as enhanced active choice or forced choice, refers to removing default options and often increasing the salience of potential decisions through emphasizing the consequences of one or more of the options.

Coined by Punam Anand Keller and colleagues in 2011, it was originally intended to address concerns around paternalistic nudging for use in situations where forcing the default option may be considered unethical.

In one of the original studies, CVS customers were given the choice to enroll in automatic refills of medications via delivery. The choices they were presented were ""Enroll in refills at home"" vs  “I Prefer to Order my Own Refills.”