From Knowledge@Wharton: As makers of our own destiny, we like to think that our choices are endless. And if we stay on track, we believe we should accomplish our goals. However, the way we frame our choices can make a huge impact on how persistent we are on our chosen path.
Wharton marketing professor Rom Y. Schrift and Jeffrey R. Parker, a marketing professor at Georgia State University, figured out that introducing the option of doing absolutely nothing into a choice set will actually help us persevere to reach our objective. Their observations on the nuances of choice architecture are outlined in the forthcoming paper, “Staying the Course: The Option of Doing Nothing and Its Impact on Postchoice Persistence,” to be published in the journal Psychological Science.