Why do we tend to leave things as they are?


Status Quo Bias

, explained.

What is Status Quo Bias?

When given the choice between simply leaving things as they are or actively making a change, we generally decide to let things be and do nothing. Status quo bias is also known as default bias, because it refers to our aversion to deviating from the status quo.

Where this bias occurs

Sam is a college student, gearing up to start a new semester. Before classes start, they have to pay their tuition. Their school offers medical and dental insurance, into which students are automatically enrolled. The cost of the insurance is, by default, included in the total sum of Sam’s school fees. There is, of course, the option to opt out of the health insurance, in which case, Sam’s school fees would decrease. Sam isn’t really sure whether or not they need health insurance – they might be covered by one of their parent’s plans – but they don’t really give it much thought and go ahead and pay their tuition.

This is an example of status quo bias because the students at Sam’s school are more likely to leave things as they are than they are to make the decision to opt out of the health insurance plan. If things were reversed, and the default was for health insurance to not be included, there would be far fewer students covered by the school’s healthcare plan. This is due to status quo bias, because we are more inclined to leave things as they are than we are to go out of our way to make a change.

Individual effects

Engaging in status quo bias is a sign that you’re not taking an effortful approach to decision-making. While this works to free up mental resources for other tasks, it means that we don’t necessarily make decisions based on sound reasoning. This can lead us to make choices that aren’t in our best interest. In this case, always sticking with the default option can cause us to miss out on opportunities that would be beneficial to us. For example, if the default is to include health insurance in Sam’s school fees and they don’t opt out of it, only to find out that their mother has an excellent healthcare plan that they’re covered by, they’re out a few hundred dollars that they could have otherwise saved.

This may make it seem like status quo bias is contradictory to action bias, a cognitive bias that describes our tendency to prefer action to inaction, even when the latter is the more advantageous response. While it’s true that in some cases, such as Sam’s, the default option is one of inaction, in many situations, the default option is an active response. As such, action bias may actually result from status quo bias. For example, soccer goalies jump to the left or right on the majority of penalty kicks, when they are actually more likely to make a save by simply standing still.1 Yet, as a goalie, the default option is to take action. Thus, our view of action as the norm, or default, can lead to action bias. Action bias can result in negative outcomes of its own, such as a soccer goalie failing to make a save.

Systemic effects

People’s preference for the default option over its alternatives can have significant consequences. For example, people must register to become organ donors. The default status is often to not be a donor. This means that there are likely fewer people registered as organ donors than there would be if it were the default. Consequently, fewer lives are being saved.2

Why it happens

Social psychology has offered up several explanations as to why status quo bias occurs. It is consistent with the concepts of loss aversion and regret avoidance, both of which have been shown to influence decision-making. Furthermore, status quo bias has been maintained because it facilitates decision-making, especially when we are uncertain of what to do or feel overwhelmed by the number of options we are presented with.

Loss aversion and regret avoidance

Loss aversion is a concept in behavioral economics that refers to how the psychological pain we experience upon a loss is greater than the pleasure we experience from a gain of the same magnitude. This can impair our decision-making capabilities by preventing us from selecting the most advantageous option out of fear of failure.

When making a decision where we must choose between the default option and its alternatives, we treat the status quo as a reference point, or baseline. The status quo is familiar; we know what to expect from it. To choose the alternative, on the other hand, would be to take a risk. That’s where loss aversion comes into play. When considering the alternative option, we assign greater weight to the potential losses it could result in than we do to its potential gains. As such, we are biased in favor of the status quo, and inclined to stick with it over selecting the alternative.3

Regret avoidance is a related concept, which posits that we tend to be more regretful of negative consequences resulting from an action than we are of similar consequences resulting from inaction.4 This contributes to status quo bias as it reinforces the notion that adhering to the status quo is the safe thing to do, as it is less likely to lead to strong feelings of regret.

Often, we consider deviating from the status quo to be a risk. We may be unwilling to make a risky decision because we are worried about the potential losses or negative outcomes. However, we do not give equal consideration to the possibility that choosing the alternative option might lead to far more favorable outcomes.

Decision-making can be overwhelming

Although status quo bias can cause us to make poor decisions, there is a reason why we continue to resort to it. When faced with a choice, it is not always obvious what the correct decision is. Status quo bias gives us something to fall back on at times when we feel overwhelmed.

Early research on status quo bias showed that the influence of this bias is positively correlated with the number of options in the choice set.5 Put simply, as the number of options we have to choose between increases, the more likely it becomes that we will engage in status quo bias. This has been linked to the concept of choice overload, which asserts that larger choice sets lead us to make worse decisions.6 In fact, some would argue that status quo bias does not qualify as decision-making at all; some researchers have classified this bias as a form of decision avoidance.7 When we give a large choice set to choose from and are uncertain of which option is best, choosing to default option may be a way for us to escape the stress of having to make a decision.

This is not a good strategy for rational decision-making however, it can be useful when making mundane decisions. For example, when having to choose between multiple different kinds of bread at the grocery story. It’s far easier to choose the same loaf you always get, rather than inspect every single option. Not only does this save you time, but it also frees up mental resources, allowing you to dedicate them to other, more important decisions. The time spent weighing your various options is referred to as deliberation costs. It has been given as a reason why, in some cases, status quo bias may not always be maladaptive.8

Why it is important

It’s important that we are aware of status quo bias so that we are able to recognize when we are avoiding making a decision, and simply opting for the default option out of either laziness, or because we are feeling overwhelmed. Being aware of this bias can help us catch ourselves in the midst of using it, from which point we can go on to reevaluate our options and come to a more advantageous conclusion. This is of particular importance when the decision we are making carries significant weight, for example, choosing to opt into becoming an organ donor.

How to avoid it

Once you’re able to recognize that you’re engaging in status quo bias, you’re able to work towards avoiding in. Part of this is simply taking the time to weigh all of your options carefully, giving them each equal consideration. Doing so will prevent you from automatically opting for the default option.

Sometimes we engage in status quo bias because choosing the default is easier; opting for an alternative may require us to go slightly out of our way, even if it’s something as simple as signing the form to become an organ donor. In cases like these, it’s a good idea to make a plan of action. Write it on the calendar, schedule it into your planner, set a reminder on your phone, whatever works for you. When we’re motivated to do something, having a specific plan of action increases the chances of us actually getting around to it.9

If you work in sales or marketing, part of your job is encouraging others to make a change. To prevent them from engaging in status quo bias, you should use framing to your advantage. This can be done by framing the default option as a loss. Remember, according to loss aversion, we assign greater weight to losses than to gains, so this is more effective than framing the alternative option as a gain.

How it all started

One of the first papers written about this bias was “Status Quo Bias in Decision Making” by W. Samuelson and R. Zeckhauser, which was published in 1988.10 In this paper they investigated how “status quo framing” – that is, making one option the default choice – affected decision-making. This was done by administering a questionnaire to participants, which asked them to make various hypothetical decisions. Status quo framing was used such that one option was clearly the default, while the other was a deviation from that baseline. They found that status quo framing had a significant effect on participants’ decision-making. Interestingly, they also found that the influence exerted by the bias was affected by both the strength of participant’s preference, as well as by the number of alternatives given.

This means that status quo bias isn’t completely deterministic; if we strongly prefer one of the alternatives, we are likely to choose that over the default option. Additionally, the influence of the bias increases as the number of alternative options increases. When there are more options, it becomes challenging to decide which is the most advantageous. Here, we may resort to status quo bias as a means of facilitating the decision-making process. Thus, while this study made it clear that this bias does have significant influence, it does not completely dictate all of our decisions.

Example 1 - Customer loyalty

Status quo bias can cause us to remain loyal to certain brands or stores, even though there may be better alternatives out there. When we buy a certain brand or shop at a certain store reliably, it becomes habitual. We may think we make these decisions because we actually really like that brand or that store but, often we’re settling out of convenience.

Samuelson and Zeckhauser gave a real-world example of this to better illustrate this bias in their foundational paper.11 Schlitz Brewing Company aired a series of blind beer taste-tests during the halftimes of National Football League games in the 1980 season in order to bolster the dwindling popularity of their beer. The participants in this taste-test were all staunch Budweiser drinkers – they had to drink at least two six-packs a week. They were each given two beers in unmarked containers to taste and were told to choose their favorite. One container held Budweiser, the other Schlitz. Surprisingly, between 45 and 55 percent of these hardcore Budweiser fans picked Schlitz as their favorite.

Many of the participants in this promotional taste-test had probably been drinking Budweiser as their go-to beer simply out of habit. Why mess with a good thing, right? Well, as it turns out, sometimes, playing it safe means you end up missing out on something better. In this case, these beer drinkers’ brand allegiance meant that they were settling for one thing when they could have been drinking a brand they preferred all along.

Example 2 - Unreliable services

Services like Internet, electricity, and cellphone service aren’t always reliable. According to a 1991 paper by R.S. Hartman, M.J. Doane, and C.-K. Woo, status quo bias might be the culprit behind why we often stick with unreliable servers.12 This paper focused specifically on electric service reliability. In this study, participants were given a list of six electric service options that varied in price and in reliability and asked to indicate their preferred option. One of these options represented the participant’s current electric service plan. The researchers found a significant bias towards the status quo such that participants tended to choose their current plan, even if it was not the best one offered.

This illustrates how we might settle for unreliable services, simply because they’re what’s familiar to us. A lot of people have probably experienced this with their Internet service. Although certain Internet providers or plans might be subpar, we may find ourselves sticking with them, partially because changing Internet providers can be a major hassle, but also because we know what to expect from them and feel that they’re “good enough”. However, if we approach this decision from a logical perspective, instead of a biased one, we might realize that making the change is worth it.


What it is

When given the option to leave things as they are, or to make a change, we generally gravitate towards the former.

Why it happens

We engage in status quo bias because it facilitates decision-making, particularly when we feel overwhelmed by the many options available to us. This cognitive bias can also be explained by theories of loss aversion and regret avoidance, as we view deviating from the status quo as a risk that may result in more unfavorable outcomes than would adhering to it.

Example 1 – Customer loyalty

Sometimes, we end up treating certain brands or stores as the “default”. We buy certain things or shop certain places out of habit. However, this often results in us settling for something inferior to the other options available to us.

Example 2 – Unreliable services

When struggling with unreliable services, like our Internet, we may stubbornly stick with our current plan, instead of switching to another provider. This is a situation where we would definitely be better off looking for alternative providers, instead of settling for the unreliable service, yet we often find ourselves doing the latter anyways.

How to avoid it

We can avoid status quo bias by consciously trying not to avoid making decisions that are overwhelming; instead we should actively evaluate the various options presented to us to come to a logical conclusion. In cases where status quo bias is likely to occur because sticking with the default option requires less effort, but the alternative option is more desirable, we can combat status quo bias by making a plan of action to switch to the alternative.

Related TDL articles

Can Defaults Save Lives? – The Power of Default Options on Life-Saving Decisions

This article highlights the ways in which status quo bias can be advantageous. Specifically, it explores how making being an organ donor the default option, and not something people have to opt into, could increase the number of people registered as organ donors, thereby saving many lives.

Why is Changing Behavior So Hard?

Status quo bias comes into play in this discussion of why many of us struggle to change our behavior. Both status quo bias and status quo bias describe our propensity to stick to what we’ve got, which can be a major roadblock in trying to make lifestyle changes.


  1. Bar-Eli, M., Azar, O.H., Ritov, I., Keidar-Levin, Y., and Schein, G. (2007). “Action bias among elite soccer goalkeepers: The case of penalty kicks.” Journal of Economic Psychology. 28(5), 606-621. DOI: 10.1016/j.joep.2006.12.001
  2. Davidai, S., Gilovich, T., & Ross, L. D. (2012). The meaning of default options for potential organ donors. Proceedings of the National Academy of Sciences of the United States of America, 109(38), 15201–15205. doi: 10.1073/pnas.1211695109
  3. Samuelson, W. & Zeckhauser, R. (1988). Status quo bias in decision making. Journal of Risk and Uncertainty, 1(1), 7–59.
  4. See 3
  5. See 3
  6. Dean, M., Kıbrıs Özgür, & Masatlioglu, Y. (2017). Limited attention and status quo bias. Journal of Economic Theory, 169, 93–127. doi: 10.1016/j.jet.2017.01.009
  7. See 4
  8. Nebel, J. M. (2015). Status quo bias, rationality, and conservatism about value. Ethics, 125(2), 449–476.
  9. Leventhal, H., Singer, R., & Jones, S. (1965). Effects of fear and specificity of recommendation upon attitudes and behavior. Journal of Personality and Social Psychology. 2(1), 20-29. doi: 10.1037/h0022089
  10. See 3
  11. See 3
  12. Hartman, R. S., Doane, M. J., & Woo, C.-K. (1991). Consumer rationality and the status quo. The Quarterly Journal of Economics, 106(1), 141–162. doi: 10.2307/2937910