The Decoy Effect

The Decoy Effect

The outcome of someone's decision can easily be influenced simply by the way in which the options are presented to them. 

In one study, a group of students were give the following The Economist magazine (it's a great read btw) subscription options:

Option A - Online only for £59

Option B - Print only for £125

Option C - Print & Online - £125

Astonishingly, nearly 85% of respondents chose the most expensive, ‘combined’ option.

When the inferior option I.e. the middle or ‘decoy’ option was removed and tested with a second group of students, interest in the ‘combined’ option (I.e. Print & Online) fell to just 32%.

What are the implications of this seemingly irrational choice? What can you learn from it? 

Firstly, it seems that you really can lead a horse to water after all. Secondly, if you're trying to get someone to pick a certain product or service make sure that you include a range of options - some of which may be less attractive - in order to encourage interest in the option you are trying to steer them towards.

 

The Three Act Structure

The Three Act Structure

The 'Foot In The Door' Effect

The 'Foot In The Door' Effect