Examples:

• Your choice of daily breakfast cereal / razor / sandwich preference
• Political preferences in elections e.g. preferring the status quo

Most decisions have the status quo alternative which is simply to stick to your current choice. When the status quo bias is strongly engrained in our behaviour, then it may become difficult for policy interventions - for example designed to improve health outcomes - to have a significant impact on the choices that people make. The incentive to make a change in behaviour needs to be compelling.