The Subscription Choice Experiment
The famous Economist subscription study showed the following set of options:
- Option A: Online subscription Only, $59
- Option B: Print subscription Only, $125
- Option C: Online and Print, $125
Subscribers were selecting Option C a whopping 84 percent of the time, due to the dominated option B (the decoy), which cost the same as option C but offered less. With Option B removed, Option C was selected just 32 percent of the time.
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