Choosing What I Want versus Rejecting What I Do Not Want: An Application of Decision Framing to Product Option Choice Decisions

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The virtual customer (2002, background): “Park, Jun, and MacInnis [59] demonstrate that customers arrive at different “ideal conﬁgurations” depending on whether they are asked to add options to a base model or subtract options from a fully loaded model.”
Choice without Awareness: Ethical and Policy Implications of Defaults (2013, background): “In the opt-in system, the default is not to automatically enroll new customers and to enroll only those who make an active request.”
Decision Difficulty in the Age of Consumer Empowerment (2014, background): “Defaults that require consumers to subtract down from a fully loaded model (versus adding up from a base model) lead consumers to select options with a higher total price, but this can backfire by reducing purchase likelihood when initial purchase intent is low (Park et al., 2000).”
Behavioral Economics and Psychology of Incentives (2012, background): “Also, a number of papers establish that subjects' hypothetical choices are affected by the experimentally manipulated default option (Park et al. 2000, Johnson & Goldstein 2003).”