How Decoys Work
Through manipulating these key choice attributes, a decoy steers you in a particular direction while giving you the feeling you are making a rational, informed choice.
The decoy effect is a form of "nudging" - defined by Richard Thaler and Cass Sunstein as "any aspect of the choice architecture that alters people's behavior in a predictable way without forbidding any options".
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How decoys work
When consumers are faced with many alternatives, they often experience choice overload that increases anxiety and hinders decision-making.
Consumers try to reduce this anxiety by selecting only a couple of criteria (say price and quantity) to determine the best value for money.
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