Nudges Increase Choosing but Decrease Consuming: Longitudinal Studies of the Decoy, Default, and Compromise Effects.

This article investigates the underexplored question of how long people actively consume products or services they have chosen, particularly when their choices are influenced by behavioral nudges such as the decoy effect, default effect, and compromise effect. Through two randomized longitudinal experiments—one involving membership plans and another involving plant care—the research found that while nudges increase the likelihood of choosing a particular option, they paradoxically lead to reduced active consumption of that option over time compared to identical non-nudged choices. These findings highlight a potential limitation of nudging strategies, suggesting that increasing choice-share does not necessarily translate into sustained usage, which has implications for consumer welfare, marketing practices, and environmental sustainability. The study calls for further research into post-choice behaviors and how nudges might be designed to support ongoing consumption rather than just initial selection.