3. Decoy Effect - Deepstash
3. Decoy Effect

3. Decoy Effect

The decoy effect occurs when a person’s choice between 2 items changes when a third option, asymmetrically dominated, is introduced.

This third option is made easy to discard.

The decoy option is added to nudge the customers towards the intended target option, which is usually more than they really need. These subtle “nudges” are not meant to be manipulative and restrictive.

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heisenberg

Digital marketing at dentsu. Invested in the symbiosis of marketing, psychology, and design. Photographer at heart.

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The decoy effect

It happens when consumers change their preference between two options when presented with a third option, or decoy.

The decoy is priced to make one of the other options much more attractive. The decoy is not intended to sell, just to nudge consumers away from the competitor and towar...

The Decoy Effect

Often an extra choice is given to the buyer (looking at a set of options) to tilt the purchase in favour of a particular option. The decoy option is only there to shift the mindset, and is also called the asymmetrically dominated option.

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The decoy effect

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It is a cognitive bias: we tend to have a specific change in preferences between two options when also presented with a third option that is asymmetrically dominated.

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