Adding a deliberately inferior third option shifts choice between the original two.
Huber, Payne and Puto's 1982 finding. The Economist's famous subscription page offered print-only at the same price as print-plus-web; almost nobody chose it, and its presence shifted buyers to the bundle.
In practice
- A consultancy offers a £90,000 package, a £150,000 package, and a £155,000 package that includes everything in the £150,000 one plus training.
- A cinema's medium popcorn exists to make the large look reasonable.
- Further reading
- Wikipedia
- Subject
- Decision-making & Reasoning
- Essay
- The catalogue of predictable errors