"Companies have learned that when people compare options side by side, they don't evaluate each choice independently. They react to context. They gravitate toward whatever feels like the smart middle, even when that middle option isn't objectively better - it just looks better next to the others."
"The Decoy Effect arises when three choices are presented: an inferior option (the decoy), a target option (the choice intended to look best), and a baseline option. The inferior option is deliberately designed so that the target option looks superior relative to at least one other choice."
The Decoy Effect manipulates consumer choices by presenting three options: an inferior decoy, a target option, and a baseline option. The decoy is designed to make the target option seem superior, influencing perceptions of value. This effect is prevalent in various markets, such as airline tickets and product comparisons, where consumers tend to favor the middle option. The arrangement of choices impacts decision-making, leading individuals to gravitate towards what appears to be the most balanced option, even if it is not objectively better.
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