Check Here to Tip Taxi Drivers or Save for 401(k); The broadest lesson is that for better or for worse, default rules and settings have a great deal of power. Businesses and governments need to think hard about them
April 14, 2013 Leave a comment
Check Here to Tip Taxi Drivers or Save for 401(k)
By Cass R. Sunstein – Apr 9, 2013
If you have recently been in a taxi in New York City, you may have noticed a credit-card touchscreen, which suggests three possible tips. For rides of more than $15, the suggested amounts are usually 20 percent, 25 percent or 30 percent. You can give a larger tip, a smaller tip or no tip at all, but it’s easiest just to touch one of the three conspicuous options.
The touchscreen makes everything simpler. It also raises an intriguing question: Do the suggestions affect the average tip? Behavioral economists would offer a clear prediction: Because people don’t like to do even a little bit of extra work, the suggestions will matter a lot, and the average tip will increase significantly.
The prediction has turned out to be right, with one important qualification: There’s a backlash effect, with more customers giving no tip at all. This natural experiment illuminates human behavior in a lot of diverse settings, and it has implications for business and for public policy as well.
The instructive study has been done by Kareem Haggag of the University of Chicago and Giovanni Paci of Columbia University, who have compiled data on more than 13 million New York taxi rides. Using the standard social-science jargon, Haggag and Paci describe the suggested percentages as “defaults,” in the sense that they establish what customers will do if they don’t exert extra effort. Read more of this post












