Can an option nobody wants change what people choose?
Choosing between two offers can feel different when a third appears beside them. A decoy is less attractive than one option on the relevant features, but its presence does not reliably change every decision.
Questions you could explore
- What makes an option a decoy rather than simply another choice?
- When does the way offers are presented change the effect?
Start reading
- Frederick, Lee and Baskin; Journal of Marketing ResearchThe Limits of Attraction
The Limits of Attraction investigates boundaries of the decoy effect, including how options are presented.
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