Beyond Opt-Out: How Presumed-Consent Language Shapes Persuasion
研究了在健康领域，使用推定同意语言（如“已为您安排疫苗”）相比明确同意语言（如“您可以选择接种疫苗”）更能增加说服力，通过感知认可机制起作用，且效果受产品有形性影响。
When using opt-out (vs. opt-in) policies, choice architects presume that people consent, rather than explicitly asking them to state their consent. While opt-out policies often increase compliance, they are also associated with managerial issues such as ethical considerations, legal regulations, limited public support, and increased no-show rates. This research demonstrates that choice architects can also establish presumed consent through the language they use, holding the opt-in policy constant. Seven studies in various health domains indicate that presumed-consent language (e.g., “a vaccine was arranged for you”), rather than explicit-consent language (e.g., “you can choose to get a vaccine”), increases persuasion (i.e., behavioral intentions and actual behaviors). This effect occurs through perceived endorsement: Decision-makers infer through the presumed-consent language that the desired health behavior (e.g., vaccination) is the recommended course of action. Furthermore, this research examines the proposed endorsement process under various conditions. When product tangibility is low (e.g., a flu shot), the effectiveness of presumed-consent language stems primarily from perceived endorsement rather than psychological ownership or perceived ease. In contrast, when product tangibility is high (e.g., a sunscreen lotion), the effect stems primarily from psychological ownership rather than perceived endorsement or perceived ease.