Pricing

Put decoy options in the same boundary

Lower value products that are used to boost attractiveness of more expensive ones should be placed in the same price boundary

If the purpose of a cheaper decoy product is to highlight the relative value and attractiveness of a more expensive option, changing its price to sit within the same pricing boundary will supercharge any effects.

For instance, if you had a low price decoy product such as a half-sized mini muffin for $0.95, with a normal-sized muffin priced at $1.30, the decoy would be more effective at emphasising the normal muffin if it were easier to compare prices.

In this case, pricing the decoy muffin within the $1 boundary at or above $1 would allow people to more fluently calculate the value of a muffin that's double in size but only 30% more expensive.

Here, the appeal of a $0.95 bargain is outweighed by the spotting of greater value elsewhere, by making the cheaper bargain slightly less attractive and the more expensive bargain a bit of steal.

Related Pairings