Making a decision, especially a decision about a new course of action takes thinking and mental effort. And human brains want to be as efficient as possible. So when confronted with choosing between (1) thinking about taking a new course of action or (2) continuing to do the same thing/stick with a decision that’s already been made, humans usually continue with the same thing, their status quo.
Examples:
An individual has an existing health insurance plan. When her company gives her the option to switch, she sticks with her existing plan.
A consumer goes to buy toothpaste. She notices there are many toothpastes in the aisle but picks the type she has used for years, simplifying what could otherwise be an overwhelming decision.
What it is not:
Status quo bias is not the same thing as a default. It is one reason that defaults - a tool to steer behavior - are powerful.
