Avoiding Danger

Provide 'edge options' to nudge better decisions

Adding in a well-positioned decoy option may be a good way to help people make better decisions

If your intentions are to help people move away from a conventional choice, adding in a decoy option may be a good way to influence their decision.

A decoy option is one designed not to be chosen but to nudge you towards a different choice than if it wasn't there. Depending on where you place your decoy, different things will happen.

Use small decoys to nudge better decisions
Place a decoy at the far left to nudge people towards a smaller / less expensive central option. This could be used to nudge healthier outcomes on a food menu, or to a lower spending limit for a bank account.

Use large decoys to create aspiration
Place a decoy at the right end to nudge people towards a larger central option.

Conventional use here is to nudge higher sales. However, we should apply large decoys more creatively.

For instance, they could be used to help people save more money by default, highlight a rare product or showcase a high-value aspirational option that, though out of reach financially, shines a positive halo on the other options in the set.

Avoiding Danger

Provide 'edge options' to nudge better decisions

Adding in a well-positioned decoy option may be a good way to help people make better decisions

If your intentions are to help people move away from a conventional choice, adding in a decoy option may be a good way to influence their decision.

A decoy option is one designed not to be chosen but to nudge you towards a different choice than if it wasn't there. Depending on where you place your decoy, different things will happen.

Use small decoys to nudge better decisions
Place a decoy at the far left to nudge people towards a smaller / less expensive central option. This could be used to nudge healthier outcomes on a food menu, or to a lower spending limit for a bank account.

Use large decoys to create aspiration
Place a decoy at the right end to nudge people towards a larger central option.

Conventional use here is to nudge higher sales. However, we should apply large decoys more creatively.

For instance, they could be used to help people save more money by default, highlight a rare product or showcase a high-value aspirational option that, though out of reach financially, shines a positive halo on the other options in the set.

Avoiding Danger

Provide 'edge options' to nudge better decisions

Adding in a well-positioned decoy option may be a good way to help people make better decisions

If your intentions are to help people move away from a conventional choice, adding in a decoy option may be a good way to influence their decision.

A decoy option is one designed not to be chosen but to nudge you towards a different choice than if it wasn't there. Depending on where you place your decoy, different things will happen.

Use small decoys to nudge better decisions
Place a decoy at the far left to nudge people towards a smaller / less expensive central option. This could be used to nudge healthier outcomes on a food menu, or to a lower spending limit for a bank account.

Use large decoys to create aspiration
Place a decoy at the right end to nudge people towards a larger central option.

Conventional use here is to nudge higher sales. However, we should apply large decoys more creatively.

For instance, they could be used to help people save more money by default, highlight a rare product or showcase a high-value aspirational option that, though out of reach financially, shines a positive halo on the other options in the set.

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