Decoy Effect

We’re more likely to buy B over A by adding C to make B look more attractive

Every product added to a range affects the comparative value and choice made between the products. Used well, decoys are highly persuasive.

Huber et al. (1982). Adding asymmetrically dominated alternatives: Violations of regularity and the similarity hypothesis. Journal of Consumer Research.

The study

Setup

153 people were asked to choose between a 5-star restaurant 25 mins away and a 3-star restaurant 5 mins away. A third decoy restaurant option was then added of 4-stars  at 35 mins away.

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

Results

This decoy shifted preferences from the closer, cheaper restaurant towards the 5-star option.

np_read_2490885_000000

Huber et al. (1982). Adding asymmetrically dominated alternatives: Violations of regularity and the similarity hypothesis. Journal of Consumer Research.

Key Takeaways

Determine your target.

What is the product you want to sell more of, next to a lower-margin competing product? Build your decoy product around this with a price or attributes that inadvertently highlight the target's attractiveness.

Don't overwhelm.

Offering too much choice or highlighting too many competing attributes where neither option is clearly more attractive will trigger Analysis Paralysis, making consumers' decision processes more difficult.

How is your target clearly more attractive?

Test different decoy values to optimize the effect.

Huber et al., (2014) suggest that decoys work best when it’s really easy and quick to see the dominant product, when pre-decoy desire is roughly split between target and competitor and when people don’t strongly like / dislike the decoy.

Decoy Effect

We’re more likely to buy B over A by adding C to make B look more attractive

Every product added to a range affects the comparative value and choice made between the products. Used well, decoys are highly persuasive.

Huber et al. (1982). Adding asymmetrically dominated alternatives: Violations of regularity and the similarity hypothesis. Journal of Consumer Research.

The study

Setup

153 people were asked to choose between a 5-star restaurant 25 mins away and a 3-star restaurant 5 mins away. A third decoy restaurant option was then added of 4-stars  at 35 mins away.

Results

This decoy shifted preferences from the closer, cheaper restaurant towards the 5-star option.

Key Takeaways

Determine your target.

What is the product you want to sell more of, next to a lower-margin competing product? Build your decoy product around this with a price or attributes that inadvertently highlight the target's attractiveness.

Don't overwhelm.

Offering too much choice or highlighting too many competing attributes where neither option is clearly more attractive will trigger Analysis Paralysis, making consumers' decision processes more difficult.

How is your target clearly more attractive?

Test different decoy values to optimize the effect.

Huber et al., (2014) suggest that decoys work best when it’s really easy and quick to see the dominant product, when pre-decoy desire is roughly split between target and competitor and when people don’t strongly like / dislike the decoy.

Decoy Effect

We’re more likely to buy B over A by adding C to make B look more attractive

Every product added to a range affects the comparative value and choice made between the products. Used well, decoys are highly persuasive.

The study

Setup

153 people were asked to choose between a 5-star restaurant 25 mins away and a 3-star restaurant 5 mins away. A third decoy restaurant option was then added of 4-stars  at 35 mins away.

Results

This decoy shifted preferences from the closer, cheaper restaurant towards the 5-star option.

np_read_2490885_000000

In detail

Related "Wilds"

Currently being sourced...

Connected to

Running workshops?

Decoy Effect

is included in Box One of our physical workshop tool.
is included in Box Two of our physical workshop tool.
Box Two