Status quo bias

Making a decision, especially a decision about doing something new, takes mental effort and our brains try to be as efficient as possible. So when choosing between continuing to do the same thing or having to figure out the advantages and disadvantages of doing something new, status quo bias means that people tend to stick with doing the same thing.

Applications

• A doctor has prescribed the same antibiotic for years, their “go-to antibiotic” for infections, so doesn’t consider that a different antibiotic may be more appropriate for their patient.

• A person goes to buy toothpaste. They see that there are some new types of toothpaste showcased in the aisle, but they don’t consider them and pick the one they have used for years.