Encourages quick action in time-sensitive situations
May lead to rushed decisions that are poorly considered
Action Bias refers to the tendency to take action over inaction, even when inaction is the more rational choice. This phenomenon was explored in a 1993 study by Patt and Zeckhauser, who investigated how individuals respond under uncertainty. Participants faced scenarios requiring either action or inaction; the study found that most participants opted for action regardless of its effectiveness, driven by the desire to regain a sense of control. This bias explains impulsive decisions in uncertain contexts, such as impulsive buying or immediate responses in high-pressure situations.
The study revealed that individuals take action in uncertain situations to feel in control, even when action is detrimental. The results highlight how perceived control can override logical reasoning, making users more susceptible to impulsive behaviour in unfamiliar contexts.
1.
Guide actions with clear, specific instructions.
2.
Introduce friction to discourage impulsive decisions.
3.
Provide context to reduce uncertainty and hesitation.
