What is decoy pricing and why does it work?
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The Trick: Why would a magazine offer "print only" at the same price as "print + web"?
To make the bundle look like a steal. The "print only" option exists so nobody picks it. Its job is to make the bundle look unbeatable next to it. Source: Wikipedia – Decoy effect
Why It Works: Why does an option nobody buys change what people buy?
We judge value by comparison, not in absolute terms. When one option is clearly worse than another, the better one feels like a smart choice, and choice shifts toward it. Researchers call this asymmetric dominance. Source: Wikipedia – Decoy effect
How to Spot It: What's the giveaway that a decoy is in the menu?
An option almost identical to another but obviously worse. Look for the option no rational person would pick, like a medium popcorn priced just under the large. Then ignore it and compare the rest. Source: Wikipedia – Decoy effect