（翻译）现状偏好（Status-Quo Bias）

问题概述

  我们倾向于接受默认选项，而不是将实际收益与实际成本进行比较。

用途

• 用于想让用户选择你想让他们选的选项时；
• 用于正在对产品进行更改并希望将用户作为客户时[2]。

解决方案

  将想让用户选择的选项设为默认选项，并将其它选项做成一眼望去难以理解的形式。
  当用户要从一组选项中选择时，可以将其中某个选项作为默认选项，以帮助用户选择。
  假设你在运营基于订阅功能的网络应用程序，程序中有几种可选方案，每种方案都有报价及权益清单。常用方案将被价格更高且权益更好的新方案所替代，这使得用户要么降低要求，要么提高预算，也即放弃已有功能或得到新的功能。给用户展示上述新方案，将该方案视为常用方案中增加了新的功能，新的方案将现状参考点提高了一大步，这样大部分用户都会选择保留新方案。[3]
  Facebook网站早在2009年12月就应用了现状偏好模式，当时他们改变了用户隐私策略。他们给用户提供了默认隐私设置，用户需要修改这些默认设置。新的策略既复杂又具有不透明性，阻碍了用户去修改隐私设置。

说明

  仅仅靠说明哪些选项更受欢迎，往往就足以影响坚持的决定[4]。简单地用默认选项预填表单，就足以让用户保留这些选项。其它选项似乎过于繁琐，难以理解，这使人们选择保留默认选项。
  随着决策变得越来越复杂，我们很难用情感启发式的快速决策来近似理性思考。相反，我们倾向于接受默认选项，而不去比较实际收益与实际成本。[5]

讨论

  一旦获得了收益，我们就改变了我们评估已有收获的方式，因为我们的参考点现在变化了。这是现状偏见的根源。如果将现状作为参考点，你失去的功能，放弃它们可能比保留它们带来更多价值。[6]
  现状偏好模式中令人惊讶的事实是：即使决策很重要，风险也很大，人们仍然倾向于接受最简单的决策，甚至当他们被告知默认的决策并不是最优时也是如此。
  选择越多不一定越好。选项的复杂性妨碍了选择动作，并进一步增加了采用默认选项的消费者比例。
  大量选项会吸引我们的注意力，但选项过多会压垮我们，以至于我们可能根本不会去选择(或购买)。

原文地址：http://ui-patterns.com/patterns/Statusquo-bias

[1]https://www.xzbu.com/3/view-3318434.htm
[2]原文：Use when you are making changes to your offering and want to keep users as your customers.
[3]原文： Let’s say you run a subscription based web application with several plans, each with its own price and list of benefits. A popular plan is going to be dropped in favor of one with a higher price and better list of benefits, which leaves the users to either downgrade or upgrade; loosing old features or gaining new. Moving everybody to the new plan and framing it as being the same with new features positions the status quo reference point to the bigger plan, with the result that most people will “stay”.
[4]原文：Simply stating what options are more popular is often enough to influence a decision that sticks.
[5]原文：As making decisions grows increasingly more complex, we have a harder time using our emotional heuristics to shortcut decision making to approximate rational thinking. Instead we tend to accept the default option instead of comparing the actual benefit [gain] to the actual cost [loss]
[6]原文：Once we have acquired a gain, we change the way we evaluate what has been acquired as our reference point is now new. This is the root of the status quo bias. If the status quo serves as a reference point, the features you loose might be valued more when they are given up than when they were being acquired